Hi, We have been calculating a quantity we called "potential impressions" for a campaign by dividing "Impressions" by "Impression Share", as reported by Google. (Others seem to be doing this as well.) It was our hope that "potential impressions" gave us a feel for what the true total number of potential customers out there was. But we are starting to think we don't understand all the various factors at play. If there were two campaigns running from two unrelated entities with the same parameters (daily budget, max CPC, keywords, etc.), and they did the above calculation for "potential impressions", would they arrive at approximately the same number? Or would quality score or some other factor mess things up? Thanks, Nag PS Haven't been in this game long, hope this isn't a frequent question.