How to Calculate Google Ads Impression and Click Share Over a Custom Date Range

Measuring impression share and click share metrics gives valuable insights into your Google Ads performance. Below, find out how to use SQL queries to calculate key metrics over a custom date range, including Search Impression Share, Search Lost IS (Rank/Budget), Search Absolute Top Impression Share, and Click Share.

SQL queries for Impression Share and Click Share metrics

Use the following SQL queries to calculate Impression share and Click share metrics for a custom date range. Replace YYYY-MM-DD with the applicable date range.

• Search Impression Share:

  SELECT SUM(impressions) / SUM(eligible_impressions) * 100 AS search_impr_share  
  FROM google_ads_data  
  WHERE date BETWEEN 'YYYY-MM-DD' AND 'YYYY-MM-DD';  
  

• Search Lost IS (Rank):

  SELECT SUM(lost_impressions_rank) / SUM(eligible_impressions) * 100 AS search_lost_is_rank  
  FROM google_ads_data  
  WHERE date BETWEEN 'YYYY-MM-DD' AND 'YYYY-MM-DD';  
  

• Search Lost IS (Budget):

  SELECT SUM(lost_impressions_budget) / SUM(eligible_impressions) * 100 AS search_lost_is_budget  
  FROM google_ads_data  
  WHERE date BETWEEN 'YYYY-MM-DD' AND 'YYYY-MM-DD';  
  

• Click Share:

  SELECT SUM(clicks) / SUM(eligible_clicks) * 100 AS click_share  
  FROM google_ads_data  
  WHERE date BETWEEN 'YYYY-MM-DD' AND 'YYYY-MM-DD';  
  

• Search Absolute Top IS:

  SELECT SUM(top_impressions) / SUM(eligible_top_impressions) * 100 AS search_abs_top_is  
  FROM google_ads_data  
  WHERE date BETWEEN 'YYYY-MM-DD' AND 'YYYY-MM-DD';