KnowledgeSearch Impression Share
IS · The share of eligible search impressions your ads received.
Understand IS in context.
Simply explained explanation
The share of eligible search impressions your ads received.
Professional explanation
Received Search Network impressions divided by estimated eligible impressions in the auction.
Analytical explanation
Lost impression share from budget suggests constrained spending; lost due to rank points toward bids, relevance, quality and competition.
Technical explanation
Google Ads calculates an estimated eligible impression base. The available Search IS and lost IS columns are specific to supported campaigns and can be thresholded.
Four complementary explanations — choose your level. Technical definitions are platform-specific where noted.
↗ How to use it
Use together with Lost IS (budget) and Lost IS (rank).
⚠ Common interpretation mistake
Search impression share is not your share of all searches or entire market demand.