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Impression Share Calculator

Work out impression share instantly with clear inputs, formula shown and shareable results.

About Impression Share Calculator

Impression share splits into losses from budget and losses from ad rank, and the two have completely different remedies. Budget losses are solved with money; rank losses need better bids, relevance or landing pages.

Formula

Impression share

Share = impressions won / eligible; lost to rank = 1 - share - lost to budget

Worked example

With the default values below, Impression Share Calculator returns Impression Share of 40.000%. Change any input above and every figure here is recalculated in your browser.

Inputs used

Impressions Receivedaccepts 1–1,000,000,000
480,000
Eligible Impressionsaccepts 1–1,000,000,000
1,200,000
Share Lost To Budgetaccepts 0–100 %
22 %
Current Spendminimum 0
900,000

Results

Impression Share
40.000%
Share Lost To Ad Rank
38.000%
Share Lost To Budget
22.000%
Additional Spend To Recover Budget Losses
$495,000.00

Step by step

  1. 1Values used
  2. 2Impression share
  3. 3Impression Share= 40.000
  4. 4Share Lost To Ad Rank= 38.000
  5. 5Share Lost To Budget= 22.000
  6. 6Additional Spend To Recover Budget Losses= 495,000.00

Assumptions and limits

  • The result is derived only from the 4 inputs listed above. Anything not among them is not part of the calculation.
  • In particular, this calculator does not take inflation, tax, fees or charges or compounding frequency into account.
  • Figures are rounded for display to 3 decimal places, so totals built from several rounded parts can differ slightly from the unrounded arithmetic.
  • Figures are estimates based on the inputs given. Marketing performance, platform fees and conversion behaviour vary by audience, channel and season. Use this as a planning guide, not a forecast.
  • This is an estimate for general information and not professional financial, tax or legal advice. See the full disclaimer for the limits that apply to this kind of calculator.

How these calculators are built and tested is described on the Methodology page. If a figure looks wrong, please report it.

Figures are estimates based on the inputs given. Marketing performance, platform fees and conversion behaviour vary by audience, channel and season. Use this as a planning guide, not a forecast.

Frequently Asked Questions

Which loss should be fixed first?

Budget losses, since they are pure missed volume at your existing efficiency.

Is 100% impression share desirable?

Rarely. The last slice of impressions is usually the least qualified and the most expensive to win.

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Impression Share Calculator – Calculate Impression Share