Impressions

July 9, 2018

In digital marketing, impressions refers to the number of times your content is displayed. This could be your banner ad on a webpage, or your ad on streaming media.

Why It’s Important to Measure Impressions

As a metric, impressions is one way marketers measure the ROI of ad campaigns. For example: if a campaign performs poorly and shows less impressions than was initially expected, then it may be replaced with a new campaign.

But also, alongside reach and engagement, impressions helps marketers figure out if their content strategy is effective. If your content has huge numbers in impressions and reach, but low engagement then obviously the content has to be improved because it’s not resonating with your audience.

There are many ways to count impressions of your content. And some of these ways may seem to conflict with one another. For example: do multiple views by the same visitor count as multiple impressions?

The Difference Between Impressions and Reach

Probably the most common mistake is to use the terms “impressions” and “reach” interchangeably. They refer to different things.

While impressions talks about the total number of times your content is displayed even if no one sees it, reach refers to the number of people who see your content.

You need to measure both to monitor the success of your mobile marketing campaigns, just don’t confuse one for the other.

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