The term impression refers to the number of times a piece of digital content, such as an advertisement, social media post or web page, is viewed by users.
Each time the element appears on a user’s screen, an impression is counted, regardless of whether the user interacts with the content.
How to measure
They are recorded every time an ad or content is uploaded and displayed, even partially, on a device.
It is important to distinguish between impressions and other indicators such as clicks or conversions: an impression measures simple exposure, not interaction.
- Unique impressions: represent the number of distinct users who viewed the content at least once.
- Total impressions: count all views, even if made by the same user multiple times.
Role in digital marketing
They are a key metric in ADV campaigns and online visibility strategies:
- Brand awareness: a high number contributes to brand awareness.
- Performance evaluation: analyzing impressions helps to understand how well a piece of content succeeds in reaching the target audience.
- Campaign optimization: monitoring allows you to evaluate the effectiveness of the messages and advertising formats used.
Impression and ADV/SEO strategies
In the advertising context they are often used to calculate metrics such as CPM (Cost per Thousand), which measures the cost per thousand views.
In SEO, they represent how many times a web page appears in search engine results for certain queries.
Conclusions
They are a key metric for assessing the reach and visibility of digital marketing activities.
Understanding and monitoring impressions allows you to optimize communication strategies, improve brand awareness and maximize return on advertising investment.