The number of times an advertisement is shown to potential customers, regardless of whether it was clicked.

What it Measures ?

How many times our ad was shown to people.

Relevant StakeHolders 

Media Planner, Performance Marketer

In-depth Use Case / Real-world Example

Ad Impressions measure the exposure of an advertisement, showing how many times it has been displayed to users. It is an important metric for assessing the reach of a marketing campaign. For example, a manufacturer of industrial equipment running digital ads on industry websites would track how many times their ads are shown to relevant professionals, such as procurement managers or engineers. While Ad Impressions do not directly indicate customer engagement or conversions, they provide valuable insights into the visibility and reach of the campaign. A higher number of impressions suggests that the ad is being widely seen, which is important for brand awareness. However, it’s crucial to ensure that impressions are reaching the right audience to make the campaign effective. A high number of impressions without corresponding engagement might indicate that the ad is being shown to users who are not part of the target audience, such as irrelevant industries or regions. Companies often use Ad Impressions in conjunction with other metrics like click-through rate (CTR) to assess campaign performance. In the case of a manufacturing company advertising a new product line, tracking Ad Impressions can help evaluate how many people are being introduced to the product, but further analysis, such as tracking conversions and interactions, is needed to gauge the true effectiveness of the ad.