skill-133-impression-share-loss-analysis

Skill 133: Impression Share Loss Analysis by Cause

Purpose

Segment impression share loss between budget constraints and ad rank issues to determine whether campaigns need more budget, better Quality Scores, or higher bids. This prioritization prevents wasting optimization effort on the wrong problem.

Data Requirements

Data Source: Custom GAQL Required

Impression share loss metrics require custom GAQL queries.

GAQL Query:

SELECT
  campaign.name,
  campaign.status,
  metrics.impressions,
  metrics.search_impression_share,
  metrics.search_budget_lost_impression_share,
  metrics.search_rank_lost_impression_share,
  metrics.search_top_impression_share,
  metrics.search_absolute_top_impression_share,
  metrics.cost_micros
FROM campaign
WHERE campaign.advertising_channel_type = 'SEARCH'
  AND campaign.status = 'ENABLED'
  AND segments.date DURING LAST_30_DAYS

Run via /google-ads:get-custom with query name impression_share_loss.

Analysis Steps

1. Fetch IS loss data: Run GAQL query for impression share metrics
2. Calculate total lost IS: Sum budget lost + rank lost for each campaign
3. Categorize campaigns: Budget-constrained (>15% budget loss), Rank-constrained (>15% rank loss), Both, or Optimized
4. Estimate opportunity: Calculate potential impressions from recovered IS
5. Diagnose root causes: For rank loss, check QS; for budget loss, check exhaustion patterns

Thresholds

Condition	Severity
Budget Lost IS > 20% on profitable campaign	Critical
Rank Lost IS > 30%	Critical
Both budget and rank > 15% each	Warning
Any IS loss > 10%	Info

Output

Short format (default):

## Impression Share Loss Audit

**Account:** [Name] | **Avg Search IS:** [X]% | **Campaigns with Issues:** [Y]

### Loss Summary
| Loss Type | Campaigns | Avg Loss |
|-----------|-----------|----------|
| Budget-Constrained | [X] | [Y]% |
| Rank-Constrained | [X] | [Y]% |
| Both | [X] | [Y]% |
| Well-Optimized | [X] | <10% |

### Budget-Constrained Campaigns
- **[Campaign]**: [X]% lost to budget → Increase budget by $[Y]/day

### Rank-Constrained Campaigns
- **[Campaign]**: [X]% lost to rank, avg QS [Y] → Improve QS

### Recommendations
1. Address rank issues first (more efficient)
2. Increase budgets on [X] campaigns after rank improvements

Detailed adds:

• Campaign-by-campaign breakdown
• Opportunity cost calculations
• QS analysis for rank-constrained campaigns
• Budget increase recommendations with ROI estimates