← Intermediate training · Module 9 — Budgets and planning — impression share, curves, allocation and spend control
Anatomy of impression share: how much of the market you buy and what holds you back
⏱️ 9 min read · 💰 Bids and budgets 🔎 Search · updated on 2026-08-22
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The five share metrics (search IS, top, absolute top, lost IS to budget, lost IS to rank), how they are calculated and how to read them together to know whether you can grow, at what cost and in which direction — the foundation of all planning.
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