Impression share
Impression share is the percentage of eligible auctions in which your ad actually appeared. Lost impression share is split into "lost to budget" and "lost to rank".
Impression share converts "should we spend more?" from opinion to arithmetic: high share means growth requires new demand (new queries, audiences, channels); low share lost to budget means growth is available at roughly current efficiency; low share lost to rank means the auction is priced above your bids or quality.
Read it per campaign and per intent tier — 95% brand impression share with 30% non-brand share is a very different account than the blended average suggests.
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