What Are Impressions & How Can You Use Them?

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What are impressions?
Impressions are the number of times an ad or webpage appears in search results, and they play a crucial role in measuring online visibility and potential audience reach.

You’ve probably seen the word “impressions” floating around in discussions about metrics, but you might be wondering, “what are impressions?” Impressions are the opportunities your content has to be seen by someone. If your content loaded or appeared on a page, that can count as an impression.

You can measure impressions for any piece of digital architect database , from pages on your site to social media posts and ads. Examples of impressions across the content types include:

How many times your pay-per-click (PPC) ad appeared in search results
How many times your social media post or ad appeared in someone’s feed
How many page views your website content received
How many times your page appeared in organic search results
While impressions alone aren’t enough to inform your marketing strategy or reveal how well content is performing — for instance, you should also look at clicks — they can still provide a practical starting point for measuring brand awareness campaigns and whether your content is gaining traction.

Ready to learn more about how impressions are measured and why and how you can use this metric alongside others? Keep reading for a deep dive into what impressions are!

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How are impressions measured?
Now that you know the answer to “what are impressions,” let’s take a deeper dive into how impressions are measured.

Understanding the process will help you see how impressions differ from similar metrics and why you should reference your impression counts alongside other metrics.