Impressions

№ 02 / 05

In-depth definition

An impression is counted every time a post is rendered on-screen, even if it is the same user scrolling past twice. That makes impressions a raw exposure metric rather than a unique audience one. Marketers compare impressions against reach to measure frequency — high impressions with low reach means the same people are seeing the content many times, which can mean virality or fatigue.

№ 03 / 05

Examples

• — 01A Reel shown 50,000 times to 30,000 unique viewers = 50k impressions, 30k reach.
• — 02Story impressions counted even on repeat views within 24 hours.
• — 03Ad impressions feeding CPM and frequency calculations.
• — 04Panel view services inflate impressions but not engagement.

№ 04 / 05

Pro tips

• ☞ 01Track impression-to-reach ratio to spot frequency issues early.
• ☞ 02Impressions alone are a vanity metric — pair them with engagement rate.
• ☞ 03Story impressions are the easiest metric to lose when algorithms change.
• ☞ 04Panels that sell 'impressions' usually sell basic views under another name.

№ 05 / 05

Related terms