Your impressions, however, will increase each time someone sees your post, even if they’ve seen it before. Impressions metrics, meanwhile, track any time the content appears, even if this occurs multiple times for the same user.įor example, if you post a blog post to your 100 followers on Facebook, your reach would be a maximum of 100, even if one of your followers sees the content again from a friend sharing the same post. In fact, impressions often get confused with reach, which measures unique users who view your digital content. One important thing to remember is that impressions in online marketing are not measured by clicks or interactions with the digital media, only the potential of the user to seeing the piece of media. How to Evaluate Impressions in Online Marketing And therefore, the number of impressions can be described as the number of people who would've seen your content online. In other words, a slightly tweaked answer to the question “what is an online impression” is that impressions in digital marketing refer to any time your digital content is rendered on a user’s screen. While this definition focuses primarily on impressions as they relate to online ads, impressions in online marketing can really refer to anything on the digital platform such as email, ads, social media marketing, or blog content on your website. Investopedia states the impressions definition in marketing as “a metric used to quantify the display of an advertisement on a web page.” There are so many similar terms used in marketing that it’s difficult to keep them all straight. This a question I get asked frequently from clients and my family and friends. I remember sitting in my marketing classes in college and learning how to estimate impressions and reach for direct mailers and even billboard advertisements.īut, as marketing evolved, so did our ability to more accurately report on impressions, leading us to today, where we can not only comment on impressions for traditional channels such as mailers or radio ads, but also for websites, SEO, social media campaigns, email marketing and more.īefore we dive into the importance of impressions in online marketing and the various ways in which they can be tracked, let’s first take a look at the impression definition as it relates to marketing terminology. The term “impression” has been used as a measurement metric for decades to help marketers try to quantify their efforts. Whether you’re discussing a website or social media accounts, chances are you’ve either used or heard the term “impressions” a number of times.
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