Impression Share Calculator
Lost to budget is recoverable; lost to rank is not.
Impression share
38.18%
$2,904 of revenue lost to budget
Share lost to budget is recoverable with money; share lost to rank is not — that needs better bids, better relevance or a better landing page. Distinguishing the two is what makes impression share actionable rather than merely interesting.
How the Impression Share Calculator works
Impression share lost to budget can be recovered with money. Impression share lost to rank cannot — it needs better bids, better relevance or a better landing page. Separating the two is what turns impression share from an interesting number into an actionable one.
Not financial advice. Marketplace fees change, and they vary by country, plan and seller status. Every rate here is an editable default, not a quoted price — check the platform's current fee schedule before you price a product against it. This is not tax or business advice.
Frequently asked questions
What is impression share?
The share of impressions you received out of those you were eligible for. 84,000 out of 220,000 eligible is 38%.
What does lost to budget mean?
Your ads stopped showing because the daily budget ran out. That share is directly recoverable by spending more, assuming the additional traffic converts at similar rates.
What does lost to rank mean?
Your ad rank was too low to show — a combination of bid, expected click-through, ad relevance and landing page experience. Money alone only partly fixes it.
Should I aim for 100% impression share?
Almost never. The last increments of share cost disproportionately more, because you are outbidding everyone for the least relevant queries. High share is a symptom of a narrow, valuable keyword set, not a goal.