What it is
An impression is counted every time your ad is displayed — whether anyone clicks it or not. If your ad appears on a search results page 10,000 times, that's 10,000 impressions, even if only 200 people clicked.
Why it matters
Impressions measure reach and visibility. For brand awareness campaigns, impressions are the point — you want as many people as possible to see your name. For direct-response campaigns, you care more about what happens after the impression: the click and the conversion.
The mistake most people make
Treating impressions as a meaningful success metric without context. A million impressions that generate zero clicks and zero conversions is not a win — it's waste. Impressions only matter when they're in front of the right people and paired with click-through and conversion data.
Want help with this?
Knowing what Impression means is useful. Having someone implement it correctly for your business is better. Let's have a real conversation — no pitch, no menu.