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Search Impression Share (SIS)

Date created: Nov 24, 2020  •   Last updated: Feb 24, 2022

What is Search Impression Share?

Search Impression Share is the percentage of impressions won by an ad campaign or ad group or keywords, out of the total impressions the campaign is eligible for. Ad targeting, keywords, and ad scheduling all play a role in the SIS won.

Alternate names: Impression Share

Search Impression Share Formula

ƒ Sum(Actual Impressions) / Sum(Total Eligible Impressions)

How to calculate Search Impression Share

A company’s AdWords campaign is eligible for 20,000 total impressions and gets 10,000 in one week. Therefore, the Search Impression Share for that week is 50%.

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How to visualize Search Impression Share?

To best visualize your Search Impression Share data, segment this metric by campaign or other factors such as target audience or keyword, and visualize the data as a bar chart on your dashboard.

Search Impression Share visualization example

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Search Impression Share

Bar Chart

Here's an example of how to visualize your Search Impression Share data in a bar chart to observe segmented data.
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Search Impression Share

Bar Chart

Here's an example of how to visualize your Search Impression Share data in a bar chart to observe segmented data.

More about Search Impression Share

Search Impression Share (SIS) allows marketers to compare an ad campaign’s impressions to the total possible impressions that campaign is eligible for. Tracking this metric over time can provide a deep understanding of how successful a campaign (along with its ad groups and keywords) is in terms of reaching the largest audience possible. Essentially, SIS gives the return on opportunity cost for an ad campaign.

Impression Share eligibility is regulated by factors such as budget, keyword selection, audience targeting, region, and timing. Although it is desirable to win a large percentage of the possible Impression Share, high SIS does not necessarily result in conversions or ad clicks. Therefore, it is important to track SIS alongside Ad Clicks and conversion rate.

Recommended resources related to Search Impression Share

How impression share is calculated.How to improve your impression share.