Search Lost Impression Share (SLIS) is a metric used in digital advertising to assess the opportunities that were missed due to ranking issues. It represents the percentage of times that your ads could have been shown on a search engine results page (SERP) but weren’t, because your ads did not rank high enough in the auction. This could be due to a variety of factors, including insufficient bid amounts, low ad relevance, or poor quality scores. By analyzing the Search Lost Impression Share, advertisers can gain insights into how competitive their bids are and how well their ads are performing relative to competitors. It’s an important metric for advertisers to monitor because it helps identify potential areas for optimization to improve ad visibility and performance. If the SLIS is high, it suggests that there’s significant room for improvement in the campaign’s settings or the ads themselves. By addressing the issues causing a high SLIS, advertisers can increase their chances of their ads being seen by potential customers, which can lead to increased traffic and conversions.