Impressions

Impressions count every time a piece of content appears on someone's screen, even if the same person sees it multiple times. Unlike reach (unique people), impressions can be inflated by repeat exposure.

Impressions are most useful for frequency-sensitive metrics: ads that need multiple exposures, CPM (cost per thousand impressions) calculations, and EMV math.

Healthy engagement-to-impressions ratios vary by platform. Anything below ~1% on most platforms suggests you are reaching the wrong audience or the content is dull.