Coverage vs Impression Share

In both the Executive Overview and Group Detail Reports, Coverage and Impression Share are displayed. Often the two values are different, which can be a bit confusing.

Coverage

Since the Group Detail and Executive Overview are summary reports of the keyword group, the coverage number displayed is the average coverage percentage of all keywords in the keyword group.

Impression Share

Impression share is calculated by dividing the keyword group's total captured impressions by the total search volume of all keywords in the keyword group.

Example

	Coverage %	Total Search Volume	Captured Impressions

Keyword A	75%	1,000	750
Keyword B	25%	10,000	2,500

Totals		11,000	3,250

Impression share for this keyword group is 29% (3,250/11,000)

Coverage for this keyword group is 50% (The average of 25% and 75%)

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