Impression Share Monitor
Watches Search impression share week over week and alerts on sharp drops, heavy budget-lost share, and heavy rank-lost share — the early warnings that move before clicks and conversions do.
by Dmytro Tonkikh·chiliad.io
Overview
Impression Share Monitor compares each enabled Search campaign's impression share over the last 7 days against the 7 days before. It alerts on three conditions: a week-over-week impression share drop beyond your threshold (usually competitor pressure or something broken), impressions lost to budget above your threshold (demand you're not funding), and impressions lost to Ad Rank above your threshold (bids or quality too low for the auctions entered). Healthy campaigns are logged as OK with their current numbers.
Setup
- 1Open your Google Ads account and go to Tools → Bulk Actions → Scripts.
- 2Click the + button to create a new script and paste the code below.
- 3Adjust the three alert thresholds to your tolerance.
- 4Set EMAIL_ADDRESS to receive alerts; leave blank for logs only.
- 5Preview once to verify, then schedule weekly.
Configuration Variables
| Variable | Default |
|---|---|
DROP_ALERT_PTS | 10 |
BUDGET_LOST_ALERT_PCT | 20 |
RANK_LOST_ALERT_PCT | 40 |
MIN_IMPRESSIONS | 100 |
EMAIL_ADDRESS |
Expected Output
[OK] Brand — Exact - IS 91.2%, budget lost 0.0%, rank lost 6.1% === Impression Share Monitor (last 7 days vs previous 7) === Search campaigns checked: 12 Campaigns with alerts: 2 Generic — Broad - IS DROP: 64.1% -> 48.9% (down 15.2 pts week over week) - RANK LOST: 42.3% of eligible impressions lost to Ad Rank Competitor — Phrase - BUDGET LOST: 31.7% of eligible impressions lost to budget Email sent to you@example.com
Notes
Search-only: impression share metrics for Shopping and Performance Max behave differently and are not covered here. Google reports impression share below 10% as '< 10%', so very low values are approximate. The week-over-week comparison uses the account time zone.