What is ad impression?
An ad impression refers to the number of times an advertisement is displayed on a user’s screen. Each time an ad loads and appears, it is counted as one impression, regardless of whether the user interacts with it.
For example, if a banner ad appears on a webpage and is loaded 1,000 times, it generates 1,000 ad impressions.
Types of impression in advertising
There are 3 main types of ad impressions.
- Served impressions: Occur when an ad is delivered to a website or app and recorded by the ad server, even if it’s not fully visible to the user.
- Viewable impressions: Meet specific criteria for visibility, such as at least 50% of the ad being visible for one second or more, ensuring higher quality impressions.
- Engagement impressions: Refer to impressions that involve user interaction, such as hovering over an ad or engaging with dynamic ad elements.
Why should you care about impression?
Ad impressions are a key metric in digital advertising for several reasons.
- Brand awareness: High impressions ensure your brand reaches a broader audience, improving visibility.
- Campaign monitoring: Tracking impressions helps assess how often ads are being displayed.
- Budget planning: Understanding impression counts can help optimize bidding strategies in CPM (Cost Per Thousand Impressions) campaigns.
Ad Impressions vs. Clicks vs. Reach
| Metric | Definition | What it measures |
| Ad Impressions | The total number of times an ad is displayed on a user’s screen. | Ad visibility and exposure. |
| Clicks | The number of times users interact with an ad by clicking on it. | User engagement and interest. |
| Reach | The number of unique users who see the ad at least once. | Audience size and ad penetration. |
How can you understand ad performance through impressions?
Analyzing impressions helps you understand how often your ads display and how effectively they capture attention. Besides, you can combine impressions with metrics like CTR (Click-Through Rate) and conversion rates providing deeper insights into ad performance and audience engagement.
FAQs
What is the difference between an ad request and an ad impression?
- An ad request occurs when a webpage or app sends a signal to an ad server asking for an ad delivery.
- An ad impression is recorded when the ad is successfully loaded and displayed to a user. Not all ad requests result in impressions due to factors like ad-blocking or failed delivery.
What is a good ad impression?
A good ad impression is one that is viewable and reaches the intended audience. For example, a viewable impression typically means at least 50% of the ad was visible on screen for one second or more (according to IAB standards). High-quality impressions associate with better engagement and relevance.
How much is 1,000 ad impressions?
The cost of 1,000 ad impressions, referred to as CPM (Cost Per Thousand Impressions), varies by platform, industry, and ad type. On average:
| Platform | Avg CPM |
| Google Ads | Display Network: $3.12 Search Ads: $38.40 |
| Facebook Ads | $7.19 |
| Instagram Ads | $7.91 |
| LinkedIn Ads | $6.59 |
