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You see a campaign has following stats

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# 1
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You see a campaign has following stats - Total no of impressions – 1000, CTR – 1.7%, Impression share – 64%, What will the total no clicks lost?

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Accepted by Eric Gehler (Badged Google Partner)
September 2015

Re: You see a campaign has following stats

Community Manager
# 2
Community Manager
Hi Shradhyeya,

Its very hard to calculate the number of clicks "lost".

First you need to understand that impression share (IS) is the number of impressions you've received divided by the estimated number of impressions you were eligible to receive.

However, just because you get an impression, does not guarantee that you'll receive a click.

So really, you'll want to understand how many impressions you've lost out on, and focus on increasing your impression share, and quality of your ad to encourage clicks when it is showing.

Read more about impression share, and how to improve it here: https://goo.gl/dAwdL

Kathleen