What are impressions in the digital world?

In the digital marketing age, impressions are an important factor as they can result in engagement and reach a wider audience.

For those of you who are looking at online advertising, you may have started to notice the various metrics.

We look at some of the common metrics attached to online display advertising. Here we explain what their purposes are:

Impressions – The number of times your ad is displayed on news feeds and search engines result pages.

Reach – Is the number of times that the ad has been seen. This captures unique users identified by cookies. The ads are generally shown to the same users multiple times.

Cost – In general ad campaigns are calculated by different metrics depending on the online advertising platform. Normally, you have the choice to pay per click or by impressions depending on your campaign target.

CPM – Cost per impression is a marketing term that is used to determine the price of 1,000 advertisement impressions on one page.

CTR – Click through rate is simply the number of clicks generated per impression of a display banner.

CPC – Cost per Clicks is the cost you pay for each click the display advert receives.

Visits – This metric measures the number of clicks that result in users going to your desired web page.

Cost per Conversion – Is the total cost divided by the number of conversions achieved from users coming to the site from display ads.


Awareness comes before engagement and impressions are what move us towards an action. The more engaging your posts are the more impressions they will receive. This will increase engagement and also conversions.

In social media advertising, if the content is unique and informative the higher your reach. So, the more times your advert or post appears in search engine result pages or in social news feeds, this means you have a higher chance of capturing new customers and users.

Always remember that “The Reach” is the number of people who see your content, “Impressions” is the number of times the content is displayed in search results and news feeds. Finally, “Engagement” is the number of times users have engaged with your posts, adverts.

If you are looking to start an online advertising campaign give us a call 01782 524600 or email for some advice. Check out our PPC or retargeting page for more information about these services.

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