Google Ads calculates impression share by dividing received impressions by estimated eligible impressions. Eligibility reflects factors such as targeting, approval status and quality. The denominator is an estimate of relevant advertising opportunities, rather than every search made in the market. Source: Google Ads: Impression share

Label the opportunity being measured

Keep the campaign type, targeting and date range beside the percentage. In a hypothetical calculation, 400 impressions from 1,000 eligible opportunities gives 40% impression share. Showing the inputs makes the measure easier to explain without confusing it with total market demand.

Read the result alongside value

Review enquiry quality and cost before deciding to pursue more exposure. Record any change in targeting when comparing periods. This keeps a visibility measure connected to the business you want to win and makes the comparison easier to interpret.

Written and updated by Travelgenix. Sources checked on 19 October 2026. Practical advice and examples are Travelgenix editorial guidance.