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Impressions refer to the number of times an advert, piece of content, or webpage is displayed to users. Each time the content appears on a screen, it counts as one impression, regardless of whether the user interacts with it.
Impressions are commonly used in digital advertising, social media, and analytics to measure how widely content is being shown.
Impressions help businesses understand how visible their content or advertising is. A higher number of impressions means that the content is being shown to a larger audience.
Impressions help businesses:
Impressions and reach are related but represent different metrics.
Impressions
The total number of times content is displayed.
Reach
The number of unique people who see the content.
For example, if one person sees the same advert five times, this counts as five impressions but only one person reached.
Impressions are a core metric in many advertising models. Campaigns focused on awareness often aim to maximise impressions so that as many people as possible see the message.
Pricing models such as cost per thousand impressions are based on the number of impressions delivered.
While impressions measure visibility, they do not indicate whether users interacted with the content. For this reason, impressions are often analysed alongside metrics such as click-through rate, engagement rate, and conversion rate.
These additional metrics help businesses understand how effectively impressions translate into meaningful results.
