Conversion Optimisation
Impression
Plain English
How many times something is shown.
Definition
An impression is recorded each time content, an ad, or a link is displayed to a user, regardless of whether they interact with it.
In practice
Used to measure visibility and reach across glossaryPlatformA platform is a system or environment that enables users, services, or applications to interact, build, or operate.Open glossary term like glossarySearchSearch is the functionality that allows users to find content or information by entering queries. It relies on indexing, metadata, and relevance algorithms to return useful results.Open glossary term, ads, and social media.
In context
It is counted when something is served, which is not the same as seen. Viewability rules exist because a large share of impressions never entered anyone's field of view.
The reality
Impressions show exposure, not glossaryEngagementEngagement refers to how users interact with a product, content, or experience, including actions like clicks, time spent, and interactions.Open glossary term - being seen doesn’t mean being noticed.
Compared with
Impression vs Reach
Impressions count every display, including repeats to the same person. Reach counts distinct people. A large impression count over small reach means frequency, and past a point that is irritation rather than exposure.
FAQ
Common questions
A few practical answers to the questions that usually come up around this term.
What is an impression?
An impression is when content or an ad is displayed to a user.
Why are impressions important?
They measure how often content is seen.
What is the difference between impressions and clicks?
Impressions measure visibility, clicks measure glossaryInteractionInteraction refers to any action a user takes within a product and how the system responds. It includes clicks, taps, gestures, and inputs that drive the user experience.Open glossary term.
Do impressions mean engagement?
No, they only indicate exposure.
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