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Glossary · Metrics

What is Impressions?

Definition

An impression is one instance of your ad being served. Impressions count deliveries, not people: the same person seeing the same ad five times generates five impressions but one reach. The ratio between the two is frequency.

How it is calculated

Frequency = Impressions ÷ Reach

What to know

Served is not the same as seen. A viewable impression, by the common industry standard, requires at least half the ad's pixels in view for at least one second for display and two seconds for video. Raw impression counts include ads that scrolled past unseen.

Impressions are the denominator for both CTR and CPM, so an impression-counting difference between two platforms will quietly make every derived metric incomparable.

Related terms

CPMCPM (cost per mille) is the cost of one thousand impressions, calculated as ad spend divided by impressions, m...CTRCTR (click-through rate) is clicks divided by impressions, expressed as a percentage. An ad shown 10,000 times...FrequencyFrequency is the average number of times each person saw your ad, calculated as impressions divided by reach. ...

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