This document details the options for Google Ads Impression Shares. You can quickly navigate to a particular section by using the table of contents below.
Google Ads makes a number of Impression Share (IS) KPIs available when reporting in the Google Ads platform. Impression Share is defined by Google as follows:
Use the daily stored Impression Share metrics that are averaged in TapClicks for date ranges
Use the TapClicks homegrown Adjusted Impression Share calculated metrics
Use TapClicks Live Calls where exact accuracy for Impression Share is required
Use TapClicks ETL features to create the KPI you need
Option 1. Use the daily stored Impression Share metrics that are averaged in TapClicks for date ranges
The TapClicks dashboard stores all data from Google Ads on a daily basis, which means these IS values are also stored on a day-by-day basis. For this reason, the TapClicks labels for these fields include “Avg. Daily …” as a prefix:
For the most accurate representation of the direct, daily stored IS fields from Google Ads, we recommend that you use “Group By = Date” in your visualizations.
If you choose not to “Group By = Date”, please note that these individual percent-based values will be averaged when they need to be aggregated across Clients, Campaigns, Ad Groups, or Keywords, and the resulting values in TapClicks will not exactly match the Google Ads platform value for the same date range.
Let’s assume that you have the following Impression Share daily values stored in your database:
Day 1: 60%
Day 2: 40%
Day 3: 45%
Day 4: 66%
Day 5: 62%
Day 6: 49%
Day 7: 50%
When presenting this data with “Group By = Date”, you will see exactly the daily values provided by Google Ads. However, when you remove the “Group By = Date”, the result will be a average of those percent values for the date range:
(60%+40%+45%+66%+62%+49%+50%)/7 = 53.14%
Additionally, in scenarios where Google Ads returns ranges (at the top and bottom percentiles), TapClicks will assign an arbitrary numeric value to allow the calculation to go through.
Option 2. Use the TapClicks homegrown Adjusted Impression Share calculated metrics
In an effort to provide more options to our customers, we have exposed values that provide more flexibility for your reporting needs.
Possible Impression Values
Since Google Ads does not return a value for “Total Eligible Impressions”, this TapClicks generated field is a daily calculation based on the percent Impression Share field from Google Ads that estimates the possible number of impressions that could have been served on a given day. When you look at multiple days in your dashboard, Possible Impressions is summed over each day in the range.
If the Impression Share value from Google Ads is 0 for the date in question, then Possible Impressions = Actual Impressions for subsequent calculations.
Adjusted Impression Share Values
This is a calculation in TapAnalytics based on the sum of served Impressions for each day in the date range selected, divided by the sum of the Possible Impressions value above for each day in the selected date range.
Additional Field Options
As is the case when modifying a calculated field, certain use cases need:
Option 3. Use TapClicks Live Calls where exact accuracy for Impression Share is required
If you need to provide exact IS values for specific Google Ads Advertisers or Campaigns in your TapClicks reports, the new TapClicks Live Call widgets can help you tell your data story.
Option 4. Use TapClicks ETL features to create the KPI you need
Finally, while the options above will help provide different ways to present your performance data, we understand that there may be cases where you need to modify how the resulting data is calculated.
TapClicks has a number of ETL features that can help you refine your data:
Advanced Calculations to create your own formulas
Google Sheets for TapClicks allows you to push data to Sheets where you can modify the data yourself
Smart Connector enables you to bring that data back into the dashboard for reporting
Additionally, the TapClicks Customer Solutions team is available to help consult with your team, understand your pain points, and propose a solution to meet your unique reporting needs.
TapClicks wants to ensure that your team can tell the data story necessary to keep your customers coming back. If you have any questions about the information in this article, feel free to reach out to your Customer Success Manager or firstname.lastname@example.org. We look forward to hearing from you!