What are Impressions?
Impressions track the total number of times an advertisement or piece of content is displayed on a page or screen, even if it is not viewed. This metric serves as the basis for Cost Per Mille Pricing (CPM), where advertisers pay for 1,000 advertisements displayed regardless of clicks or conversions. Tracking campaign impressions assists in measuring the effectiveness of campaign reach, comparing various placements, creatives, or even entire campaigns for relative performance.
For example, displaying a banner ad 50,000 times results in 50,000 impressions even if only 35,000 users scroll to that section; a video ad will also be counted as an impression every time it auto-plays.
Related terms: reach, viewable impression, CPM, ad frequency, ad reach.