{"section":"announcements","requestedLocale":"en","requestedSlug":"2026-08-24-new-impression-share-metrics-in-vtex-ads","locale":"en","slug":"2026-08-24-new-impression-share-metrics-in-vtex-ads","path":"docs/en/announcements/2026/august/2026-08-24-new-impression-share-metrics-in-vtex-ads.md","branch":"main","content":"**VTEX Ads** now displays three new [impression share](/en/docs/tutorials/vtex-ads-metrics-and-attribution#impression-share-metrics) metrics, which show how much of the eligible auction opportunity each ad captured, and how much was lost to rank or insufficient budget.\r\n\r\n## What has changed?\r\n\r\nVTEX Ads now provides three new complementary metrics:\r\n\r\n- **Impression share**\r\n- **Lost impression share (by rank)**\r\n- **Lost impression share (by budget)**\r\n\r\nThe three metrics share the same denominator and, together, add up to approximately 100% of total opportunities, which allows you to identify whether a campaign is limited by rank, by budget, or by both.\r\n\r\nThe new metrics are available in the following VTEX Ads areas:\r\n\r\n- **Advertiser view:** **Publishers**, **Campaigns**, and **Ads** tabs.\r\n- **Publisher view:** **Advertisers**, **Campaigns**, and **Ads** tabs.\r\n- **Ads report** (advertiser and publisher).\r\n- **Management report** (publisher): **Opportunity cost** tab and **Campaigns** section of the **Advertisers** tab.\r\n\r\n## What needs to be done?\r\n\r\nNo action is required for the new metrics to become available. The impression share cards and columns are already available in the dashboards and reports listed above.\r\n\r\n## Learn more\r\n\r\nSee the full definitions, formulas, interpretation guidance, and display rules for the three metrics in the [Impression share metrics](/en/docs/tutorials/vtex-ads-metrics-and-attribution#impression-share-metrics) section of the **VTEX Ads metrics and attribution** article."}