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Impression share calculation is just – wrong?!
Posted by on September 17, 2025 at 11:28 amIs there no way to total impression share manually? You can calculate what should be the available impressions per campaign/day/etc pretty easily, but then when you total the available and actual impressions, it ads up to a different total than what’s quoted in the platform.
I should have either 3,606 available impressions when you figure it out at campaign level and sum up, but calculating available impressions from the total impressions and quoted impressions share (or even using a calculated field in the UI) shows 3,997.
This means that any reporting dashboard is always going to be quoting an impression share you calculate is always going to be wrong. I’ve tried this on several accounts. Unless I’m wrong somewhere?
Also, I’m not opted into search partners, I’ve got no campaigns except search live, this is too big a difference to be a rounding error, and I’ve got no paused or deleted campaigns not in the reporting view. (I’d share a pic of the UI but you can only post with one image on this sub).
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1 Reply
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Nope. The <10% threshold is not available data which is why your impression share is off
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Are you including today’s date? Can take 24 hours for impression share to be accurate.
Also, if a campaign has < 10% it will throw it off.
It’s not out by that much, only 3%? Google is not an exact science.
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Well are you using a weighted average in your (summed) calculation? I would use the total provided by Google. In any event, these figures are for doing some projections.
Don’t get hung up on the numbers too much, you could easily change available impressions significantly by tweaking a couple of keywords, adding negatives, or adjusting creatives to match more queries.
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You will never get 100% matching results by using Google’s metrics since they always hide part of the info.
With impr. share they hide <10% and with search terms they hide even more!The only correct and traceable data you’ll ever get out of Google is the billing data!
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That’s not the way this works but I admire the attempt.
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Read the description of search impression share, and tell me what you see
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