Impressions
An impression is counted each time your content or ad is displayed, regardless of whether it's clicked. It measures how often you were seen, not how many people saw you.
Impressions are the rawest measure of exposure. One person seeing your ad five times generates five impressions — which is why impressions differ from 'reach', the count of unique individuals.
On their own, impressions say little about effectiveness; they're a top-of-funnel volume metric. Their value comes from the ratios they enable: CTR (clicks per impression) and CPM (cost per thousand impressions).
Tracking impressions over time shows whether your visibility is growing, while comparing impressions to engagement reveals whether that visibility is translating into attention.
Related terms
Cost Per Mille (CPM)
CPM (Cost Per Mille) is the cost of one thousand ad impressions. 'Mille' is Latin for thousand. It's the standard pricing model for awareness and reach campaigns.
Click-Through Rate (CTR)
CTR (Click-Through Rate) is the percentage of people who click a link, ad, or search result after seeing it — clicks divided by impressions.
Engagement Rate
Engagement rate is the percentage of an audience that actively interacts with content — through likes, comments, shares, saves, or clicks — relative to reach or followers.
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