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Google Ads & Bing Ads - Possible Impressions & Adjusted Impression Share

Two new fields will be exposed for both Google Ads and Bing Ads that will offer an alternative to Impression Share Metrics in an effort to provide more meaningful reporting options to TapAnalytics users. These two fields are
  • Possible Impressions - This is a daily calculation in TapAnalytics based on the percent Impression Share field from the data source (Bing or Google Ads). This is an integer value that estimates the possible number of impressions that could have been served on a given day.  When you look at multiple days, this value is summed over each day in the range.  If the Impression Share value from the source system is 0 for the date in question, then Possible Impressions =  Actual Impressions
  • Adjusted Impression Share - 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.
For example, assume that we have a service with the following values direct from the source
  • 10/10/2018 'Impressions' = 100, 'Search Impr. Share' = 10.00% --> convert to 0.10 for calculation portion below
  • 10/11/2018 'Impressions' = 1000, 'Search Impr. Share' = 0.00% --> convert to 0.00 for calculation portion below
  • 10/12/2018 'Impressions' = 800, 'Search Impr. Share' = 40.00% --> convert to 0.40 for calculation portion below
TapClicks creates a value for Possible Search Impressions for each day in the period + storage in the database:
  • 10/10/2018 Possible Impressions = 1000 (from [100 Impressions / 0.10 IS] = [100 / .1] = 1000)
  • 10/11/2018 Possible Impressions = 1000 (because IS = 0)
  • 10/12/2018 Possible Impressions = 2000 (from [800 Impressions / 0.40 IS] = 800 / .4 = 2000)
Then, if we look at the date range on screen of 10/10 - 10/12, we would see the following values on screen:
  • Impressions = 1900 (from 100+1000+800)
  • Possible Impressions = 4000 (from 1000 + 1000 + 2000)
  • Adjusted Impression Share = 47.5% (from 1900 / 4000 = 0.475 = 47.5% )
Please note that this is not taking into consideration that on 10/11 the IS was 0 - we are recalculating the Adjusted Impression Share based on the Possible Impressions = Impressions state for that date.
This also applies when the Google Ads Impression Share = “<10%”, a text string.  In this case, TapAnalytics will treat Possible Impressions = Impressions for that date.

 

If we choose a date range on screen of 10/11 - 10/11, we would see the following values on screen:
  • Impressions = 1000
  • ​Possible Impressions = 1000 (from Impressions = Possible Impressions where IS = 0)