Impressions
The total number of times an ad or piece of content was displayed, including multiple views by the same person.
Formula
Why it matters
Impressions measure campaign delivery — whether your budget is actually being spent to show your ads. Very low impressions relative to budget can indicate disapproved ads, narrow audience size, or low bid competitiveness.
How to improve Impressions
Increase budget allocation, broaden targeting if audience size is too small (<100K), ensure ads are approved and not in review status.
Context-dependent. Track relative to budget and CPM. Rising impressions with flat reach indicates frequency building.
Prooflytics tracks Impressions automatically from your connected sources and flags it in your daily briefing when it moves significantly.
Start free trialFrequently asked questions
What is the difference between impressions and reach?
Reach counts unique people who saw your ad. Impressions count every time the ad was shown — including multiple views by the same person. 1,000 reach × 3 frequency = 3,000 impressions.