2.2K members online now
2.2K members online now
Use AdWords conversion tracking and reporting to measure your results. Have a question about Google Analytics? Post it here, on the Google Analytics Community!
Guide Me

Average Impression Share Formula in Excel

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hi there,


When reporting on our search campaigns we consider our impression share metrics as a functional tool to track the campaign progress for each device (segmented by device) against the given budget. We use excel to insert our data, create graphs and display the report to client.


However, we have noticed that the total average impression share metrics in our excel reports differ significantly to the total impression metrics on the AdWords interface?


Does anybody perhaps know how the AdWords interface calculates the average/total impression share or if there is a formulae (that is more accurate than the average formula exel provides) that we could use in excel to sum/average up the impression metrics of the segmented devices?


Any help will be highly appreciated,





1 Expert replyverified_user

Re: Average Impression Share Formula in Excel

Community Manager
# 2
Community Manager
Hi Tyran D,

To simply describe this: Impression share is a simple calculation of the number of times an ad was shown (impressions) divided by the number of auctions the ad entered. The result is a percentage of auctions that the ad won.

For me to help you better, could you explain in a bit more detail where you are getting the data you are comparing against each other?


Re: Average Impression Share Formula in Excel

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭
Hi Kathleen,

Thank you for the response.

We pull the data directly from the campaign tab in the AdWords interface (segmented by device to get each device's impression share). Once we insert all the data into excel, we average the impressions in a total tab within excel (inserting the =AVERAGE(all devices) formula).

The problem we have is that our total impression share differs from the total impression share shown on the AdWords interface.

Tyran Smiley Happy

Marked as Best Answer.
Accepted by topic author Tyran D
September 2015

Re: Average Impression Share Formula in Excel

Explorer ✭ ✭ ✭
# 4
Explorer ✭ ✭ ✭
Hi Tyran,

I think you are calculating the average Impressions share of all devices in excel and then you compare it with the Adwords Impressions share metrics.

Impression share in Google Adwords is calculated differently and you cannot calculate it in excel.

“Impression share (IS) is the percentage of impressions that you received divided by the estimated number of impressions that you were eligible to receive. Eligibility is based on your current ads' targeting settings, approval statuses, bids, and Quality Scores. Data is available at the campaign, ad group and keyword levels.”


Re: Average Impression Share Formula in Excel

Visitor ✭ ✭ ✭
# 5
Visitor ✭ ✭ ✭
Thank you for clearing that up for me will just have to report directly on the impression share total as is on the interface from now on. Really appreciate all the help from this community Smiley Very Happy