Coming Soon: Ad Group Impression Share Metrics

Based on advertiser requests, we will soon offer ad group level impression share metrics for the Search and Display Networks. Once released, you can use ad group impression share data to, for example, better identify high performing ad groups that aren't capturing the majority of available impressions.

In the next few weeks, you will see three new columns that can be added to your ad groups tab:

1. Impr. Share: the percentage of impressions you received divided by the estimated number of impressions you were eligible to receive.
2. Lost IS (Rank): the share of impressions lost due to your Ad Rank. Note that Lost IS (rank) will not be shown if you were at or near your budget for part or all of a given day (a.k.a. were “budget constrained”) during the date range being examined.
3. Exact Match IS: (Search Network only) the percentage of impressions you received for searches that exactly matched your keyword divided by the estimated number of exact match impressions you were eligible to receive.

In addition to providing more detailed metrics, we are also planning to update our algorithms to provide more accurate campaign impression share metrics. As a result, there are some important changes you should be aware of:

1. Refined campaign-level statistics: Since we are improving our algorithms, we will update all campaign-level impression share metrics back to May 2011. As a result, you will no longer be able to see campaign-level historical impression share metrics before May 2011. If you wish to preserve a record of the pre-May 2011 campaign impression share data, you will need to download a report before January 30, 2012.
2. Once-a-day updates: In order to calculate your impression share metrics with a greater degree of accuracy, we will update all impression share metrics once per day (approximately noon Pacific Time [GTM-8]). As a result, the impression share data that you see will not reflect impression share for the current day, and may not include the previous day's impression share as well (depending on what time of the day you run your report).

These changes will begin to roll out to all advertisers globally on January 30, 2012, so look out for them in your account soon. Once these changes are live, you’ll be able to find more detailed information in the AdWords Help Center.

Posted by Katie Miller, Inside AdWords crew