What it is
How many times it was shown
Total number of times an ad was shown, including repeat exposures to the same person. Always higher than reach. Confusing impressions with reach is the easiest way to inflate a report by a factor of two.
Where it breaks
The usual mistake
The platform report says "1,400,000 impressions." Unique people behind them — 300,000. If the presentation labels the first number as reach, the figure grows almost fivefold without a single additional person actually seeing the ad.
Related terms
Next to it in the report
In practice
Where this shows up
Pages where Impressions is not explained but used — in a channel’s mechanics, in a launch breakdown or in a report.
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