skill-121-impression-share-lost-analysis

Skill 121: Impression Share Lost Analysis

Purpose

Analyze impression share loss to distinguish between budget-constrained campaigns (need more budget) and rank-constrained campaigns (need better Quality Score or bids). This prioritization ensures optimization efforts target the right root cause.

Data Requirements

Data Source: Custom GAQL Required

The standard export does not include competitive impression share metrics.

GAQL Query:

SELECT
  campaign.name,
  campaign.id,
  campaign.status,
  campaign_budget.amount_micros,
  metrics.impressions,
  metrics.clicks,
  metrics.cost_micros,
  metrics.conversions,
  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
FROM campaign
WHERE campaign.status = 'ENABLED'
  AND campaign.advertising_channel_type = 'SEARCH'
  AND segments.date DURING LAST_30_DAYS

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

Analysis Steps

1. Fetch impression share data: Run custom GAQL query to get IS metrics by campaign
2. Categorize campaigns: Group by primary loss cause (Budget >10%, Rank >20%, Both, or Optimized)
3. Calculate opportunity cost: Estimate missed impressions, clicks, and conversions from lost IS
4. Diagnose root causes: For budget loss, check exhaustion time; for rank loss, check Quality Scores
5. Prioritize recommendations: Rank by potential recovery value and effort required

Thresholds

Condition	Severity
Budget Lost IS > 20% on profitable campaign	Critical
Rank Lost IS > 30%	Critical
Budget Lost IS > 10%	Warning
Rank Lost IS > 20%	Warning
Either metric > 5% but < 10%	Info

Output

Short format (default):

## Impression Share Loss Audit

**Account:** [Name] | **Campaigns:** [X] | **Issues:** [Y]

### Critical ([Count])
- **[Campaign]**: [X]% lost to budget, profitable CPA $[Y] → Increase budget by $[Z]/day
- **[Campaign]**: [X]% lost to rank, avg QS [Y] → Improve landing page experience

### Warnings ([Count])
- **[Campaign]**: [X]% lost to [cause] → [Fix]

### Recommendations
1. Increase budget on [campaigns] to capture $[X] in missed conversions
2. Address QS issues on [campaigns] losing [X]% to rank