What is an impression?
An impression is counted each time an ad is displayed on a screen. It measures how often an ad was shown, not how many people saw it, so one person can generate several impressions.
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How impressions are counted
Platforms count an impression when an ad loads and is served to a user. Rules differ between platforms, and some count an impression even if the ad was never in view on screen.
That's why viewable impressions exist. They count only the ads that met a standard for being visible.
Impressions, reach, and frequency
Impressions count every showing. Reach counts unique people. Frequency is the average number of impressions per person, so impressions equal reach multiplied by frequency.
How impressions are used
Impressions are the base for metrics such as CTR and CPM. They show how much exposure your budget bought, but they say little on their own about attention or results.
Common questions
Is an impression the same as a view?
No. An impression means the ad was served, and a view usually means someone watched or engaged with it. In video, platforms set their own rules for what counts as a view.
Is an impression the same as a click?
No. An impression is a showing of the ad, and a click is an action someone takes on it. CTR is the share of impressions that become clicks.
Why are my impressions different between platforms?
Platforms count impressions under their own rules, and ad servers, analytics tools, and platforms can disagree. Expect small differences and compare trends over time.
Do impressions cost money?
Only if you buy on an impression basis, such as with CPM pricing. With cost-per-click buying you pay when someone clicks.
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