Reach & delivery
What is Impressions?
Impressions are the total number of times your ad was displayed, including repeat views by the same person. One person seeing your ad three times counts as three impressions — so impressions measure exposure volume, not audience size.
Example
An ad served to 4,000 people that each saw it three times produces 12,000 impressions. Those 12,000 impressions are also the denominator in CPM and CTR, so they anchor most of your cost metrics.
Why it matters
Impressions are the raw exposure count that CPM and CTR are built on, so understanding them keeps those metrics from being misread. High impressions with low reach means you're hitting a small audience repeatedly — a frequency and fatigue problem in disguise.
How to use and improve it
Impressions scale with budget, CPM and audience size. If impressions are high but clicks are low, the issue is creative or targeting relevance, not delivery — people are seeing the ad and choosing to scroll past.
Frequently asked questions
What's the difference between impressions and reach?
Impressions count every view including repeats; reach counts only unique people. If reach is 4,000 and impressions are 12,000, each person saw the ad three times on average.
Do impressions cost money?
Yes — with CPM buying you pay per 1,000 impressions regardless of clicks. That's why a high impression count with a low CTR quietly drains budget.
Why do I have impressions but no clicks?
People are seeing the ad but not compelled to act, which points to weak creative, a mismatched audience, or an unclear offer rather than a delivery problem.
Related
How does your account score?
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