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Decoding the Jargon

Impressions

Also called impr.

Performance marketingTerm

The number of times your ad was shown. One person seeing your ad three times counts as three impressions.

Example

Meera's Instagram ads were shown 6,00,000 times in a month, to about 1,50,000 different people. Impressions are 6,00,000; reach is 1,50,000.

How you'll hear it

“Impressions doubled after we widened the audience, but clicks barely moved.”

Don't confuse it with

  • Reach: counts people, not showings.
  • Views: a video view needs someone to watch for a set time; an impression only needs the ad to appear.

Related terms

ReachFrequencyCPMCTR

Want to use this at work? AI-led PPC Excellence is aFactor's 16-week program for paid ads.

Sources

  1. Impressions: Definition, Google Ads Help
  2. Measuring reach and frequency, Google Ads Help

Checked 1 October 2026. Examples use a fictional business; figures are illustrative.

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