Impression share calculator
This calculator sets out one division: impressions recorded ÷ eligible impressions.
Runs entirely in your browser. No account, no email, no data sent to our servers.
Enter both counts. The division stays in this browser.
How do the help pages write the denominator?
Google Ads help, read on 3 October 2026, defines impression share as impressions recorded divided by eligible impressions.
Two help pages diverge on what makes an impression eligible. One cites targeting, approval and quality. The other adds bids and ads that are already running.
Three help pages are linked below. Their wordings are left separate.
You read the rate at campaign, ad group, keyword, and Shopping product group.
A dash is shown when the data is missing. Google Search partner sites are not included in this rate.
Help pages read on 3 October 2026.
Which columns stay outside this division?
Budget and rank are two columns of lost impressions, not one figure. Budget is read at the campaign. Lost impressions for budget on Search and those on Display are not added together. Exact-match keywords do not have this rate in Shopping. When the budget is exhausted, rank does not appear in ad groups. CTR compares clicks with impressions already received.
What does Shopping keep in the numerator?
Several Shopping ads from the same advertiser can show together. Each one receives an impression. The rate keeps only the best-ranked one. If that ad is the most prominent, it also counts in absolute top impression share. Shopping follows Search, not Display. Performance Max adds Search and Shopping, in the numerator and in the denominator.
Break-even ROAS is a different division. Break-even ROAS calculator
What does the WeAdU audit cover?
The homepage, reread on 3 October 2026, says: "The free audit covers Google Ads only." This calculator produces no figure for an advertiser, and it does not promise an impression share.
Request the free Google Ads audit