Impression Share Calculator: see how many searches your ads miss and why
See how many searches each campaign misses to budget or Ad Rank, and the budget that would cover them.
- Free to use
- Runs in your browser
- No sign-up
Your impression share breakdown appears here
Upload or paste a Campaigns report with the impression share columns, type one campaign, or try the example: a dental clinic in Pune.
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About the Impression Share Calculator
Paste or upload the Campaigns report you export from Google Ads with its impression share columns, or type one campaign's numbers. For each campaign and in total, see the impressions it was eligible for, how many it missed because of budget and because of Ad Rank, what the budget share could mean in clicks, conversions and spend at today's rates, and the daily budget that implies (our estimates). Each campaign gets Google's advice for what holds it back. Nothing is uploaded.
How it works
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Step 1
In Google Ads, open Campaigns, select the columns icon, open Competitive metrics and add Search impr. share, Search lost IS (budget) and Search lost IS (rank), then download the table as CSV.
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Step 2
Drop the file here or paste the table, or type one campaign. Add your target cost per conversion so the budget advice knows which campaigns deserve more money.
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Step 3
Start with the "do these first" list, open "What to do" on each campaign, then copy the summary or download the CSV.
What impression share means
Google defines Search impression share as the impressions you received on the Search Network divided by the estimated number you were eligible to receive. Search lost IS (budget) is the share of time your ads did not show because the budget was too low, and Search lost IS (rank) the share lost to low Ad Rank. Dividing impressions by impression share gives the eligible impressions, and the two lost shares split what was missed.
Limited by budget or by rank
A campaign that loses to budget can show more often with a higher budget, or with lower bids or narrower targeting so the budget lasts. One that loses to rank needs better ads, landing pages and assets, or higher bids, because Ad Rank combines your bid with the quality of your ads and the expected impact of assets. The calculator calls a campaign limited when it loses 10 points or more to a cause, which is our measure.
What this tool cannot do
The extra clicks, conversions and spend assume today's CTR, cost per click and conversion rate, which rarely hold: extra traffic is often of a different quality and costs can change, so treat them as a rough guide. Google shows shares under 10% as "< 10%" and lost shares over 90% as "> 90%", so results built on them are minimums. Search partners are not included, and the tool never signs in to Google Ads.
Frequently asked questions
What is a good impression share in Google Ads?
Google does not give a target number. What matters is why impressions are missed. Losses to budget on a campaign that converts at a cost you are happy with are usually worth fixing first (our suggestion), while losses to rank point to the ads, landing pages and bids. A low share on your own brand name is worth checking too, because those searches are looking for you.
What is the difference between lost IS (budget) and lost IS (rank)?
Search lost IS (budget) is the share of times your ads could have shown on Search but did not because the budget ran out. Search lost IS (rank) is the share lost because Ad Rank was too low, which depends on your bid, the quality of your ads and landing page, and the expected impact of assets. Budget losses are fixed with money or tighter targeting; rank losses with better ads, pages and bids.
Why does Google show "< 10%" instead of a number?
Google shows impression share under 10% as "< 10%", and lost impression share over 90% as "> 90%". The calculator uses 10% and 90% for these, so the eligible and missed impressions it works out are minimums: the real numbers are higher. A "--" means there is not enough data yet, or the campaign does not run on Search.
How much budget would stop the losses to budget?
The calculator gives a rough figure: the missed budget impressions at today's CTR and cost per click, added to what you spend now, divided by the days in the report. Treat it as a ceiling to work towards in steps, because extra clicks may convert worse or cost more. Watch cost per conversion as you raise the budget, and remember that 18% GST is added to Google Ads costs in India.
Does this tool change my Google Ads account?
No. It never signs in to Google Ads and does not use the Google Ads API. You download the Campaigns report yourself and open it here, where it is read in your browser and not uploaded. To make changes, follow the steps under "What to do" in Google Ads.
Sources and checks
Rules last checked
The Impression Share Calculator follows these official pages:
- Fix "Limited by budget" status (support.google.com)
- About Ad Rank (support.google.com)
Scores, limits and suggestions marked "our checklist", "our measure" or "our suggestion" are ours, not Google's or the platform's. How our tools work
Related reading
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