Updated
An impression is a single display of an ad, a post or a search result. It is counted as soon as the content appears on screen, whether or not anyone clicks on it.
Impressions vs reach
Impressions count every display, while reach counts the number of different people. If one user sees the same ad three times, that is three impressions but a reach of one. The ratio between the two is called frequency.
Where you will see impressions
- In Google Ads and Meta Ads, as the basis for click rates and costs.
- In Google Search Console, as appearances in organic search results.
- In the insights for social media posts.
Metrics built on impressions
Impressions are used to calculate CTR (clicks / impressions) and CPM, the cost per thousand impressions. Lots of impressions with few clicks usually point to the wrong audience or a weak ad.
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