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Home > English > Search Publishers > Google > How To Articles: Google > Impression Share and Historical Quality Score

Impression Share and Historical Quality Score


This article will offer an in-depth introduction into both Impression Share and Quality Score. We'll also discuss how these metrics are supported by the Platform. 

What is Impression Share?

Impression Share (IS) is the number of impressions an ad has received divided by the estimated number of impressions it was eligible to receive. Eligibility is based on the current ads' targeting settings, approval statuses, bids, and quality scores. Data is available in the Platform at the campaign and ad group levels. Ads that are eligible to receive an impression may not receive one due to low budget or low rank.

Following are the related metrics:

  • Lost IS (Budget): The percentage of time that your ads weren't shown due to insufficient budget. This data is available at the campaign level only.
  • Lost IS (Rank): The percentage of time that your ads weren't shown due to poor Ad Rank. This data is available at the group level only when the campaign did not run out of budget
  • Exact match IS: The number of impressions that you've received for searches that exactly matched your keyword divided by the estimated number of exact match impressions you were eligible to receive. This data is only available for campaigns and ad groups in the Search Network.
Please note: these related metrics are not yet fully supported by the Platform, but we hope to offer support for this data in the near future. For now we recommend logging into the Google Ads interface to find out impression share loss due to budget.

What is Quality Score?

Quality Score is an estimate of how relevant your ads, keywords, and landing page are to a person seeing your ad. Having a high Quality Score means that search engines think your ad, keyword, and landing page are all relevant and useful to someone looking at your ad. Having a low Quality Score, on the other hand, means that your ads, keywords, and landing page probably aren't as relevant and useful to someone looking at your ad.

Displaying historical Impression Share and Quality Score in the platform

You can view both Impression Share and Quality Score within the Platform. You will be able to add these as columns within the View Builder and use the metrics in your reporting like any other. The data (IS and Quality Score) is pulled from AdWords to display in the grid.

Note: Quality Score is the most-recently synced quality score for a specific keyword; it will not change no matter which dates you select. Historical Quality Score, on the other hand, shows the impression-weighted average quality score for a specified period.

Additional information about Impression Share and Quality Score

Here are a few things to remember when dealing with Impression Share and Quality Score within the Platform:

  • Note that impression share is a metric that is rolled up to the group and campaign level. This means that it is not available at the keyword level.
  • Google provides impression share data with a one day delay compared to other cost metrics (two days for APAC). This means that when we pull cost data during the night, yesterday's impression share is not available. You may notice, therefore, that Impression Share metrics for yesterday are zero due to that limitation. This also means that any date range that includes yesterday will be inaccurate. In some cases, the value could even report as more than 100%. We are actively working on providing the most accurate calculation under the given limitation. For more information on how Google reports on impression share data, please refer to this Google Adwords Help article.
  • For campaigns that are running on both the Search and Display networks, the Impression Share metric combines both to present a blended metric that will not quite match either the Search Impression Share or the Display Impression Share and instead is an impression-weighted blending of the two. ​
  • Marin receives Impression Share data is weighted by impressions. Marin does not receive numerical Impression Share data when it is <10% or >90%. To be able to process this data, Marin uses 5% when Google reports "<10%" and 95% when Google reports ">90%."  this might cause some differences in Impression Share reporting between Marin and Google AdWords.
  • If data is not available before a certain date, for example before the migration date, including those dates in a date range will also result in an inaccurate aggregate result.
  • These columns are not available in the Dimensions tab for the following reasons:
  1. Objects from any publisher can be tagged with the same dimension value; however only Google reports on Impression Share and Historical Quality Score.
  2. Dimensions roll data up by keyword or creative. This means that viewing a dimension is like viewing data at either the keyword or creative level, whereas Impression Share is only available at group or campaign level.

Additional notes

  • At the present time, the Platform does not:
    • Receive impression share data for Yahoo Gemini.



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