Ad Impressions
Total number of times an advertisement is displayed to a user
What is Ad Impressions?
Ad impressions is the total number of times ads were shown in a period. It is the basic measure of how much exposure paid advertising has generated.
Impressions show reach and frequency of exposure, and are the starting point for judging awareness campaigns, though they say nothing about attention or action.
How this KPI is measured
- Function
- Marketing
- Sub-function
- Paid Media
- Industry
- All Industries
- Type
- Leading
- Impact
- Operational
- Unit
- #
- Measurement frequency
- Daily / Weekly
- Formula
- Sum of all ad impressions served in period
How to calculate it
Add up all the ad impressions served during the period across platforms.
For example, if ads were shown 1,200,000 times on one platform and 800,000 on another, the total is 2,000,000.
An impression counts each time an ad is displayed, including repeat views by the same person, so also track unique reach and frequency.
Where it is used
Planning awareness campaigns
Set an exposure target for a budget.
Checking delivery
See whether the campaign is being served as planned.
Calculating other rates
Use as the base for click-through rate.
How to improve it
Tips and common mistakes
- Impressions do not mean the ad was seen. Check viewability.
- High impressions with low clicks may show weak creative or targeting.
- Do not chase impressions alone. Tie them to outcomes.
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