Impression

What does it mean

Impression is a term that refers to the display of an advertising banner, video, or other advertising content online on a website or in an application. An impression is counted each time an advertisement is displayed on the screen of a website or application visitor.

More info

Impressions are often used as an indicator in advertising campaigns and are used to assess the success of advertising content. Since not every impression converts to a click or another desired action, impressions are not used as the ultimate indicator of campaign success. Impressions differ from ad clicks, which are counted when a visitor clicks on an ad and is redirected to a product or service page. Although impressions are not the deciding factor in determining the success of a campaign, they are an important element in measuring the performance of online advertising. A higher number of impressions usually means greater traffic to the advertised website or application, which can lead to a higher number of conversions and a higher ROI. 

Generally, impressions alone are not a complete measure of the success of an advertising campaign, because a visitor who sees an ad may not notice it or may not want to engage with it. However, impressions remain an important factor in online advertising because they represent the initial step in capturing the attention of a potential customer.