Ad Impressions (IMPR)

Date created: Oct 12, 2022  •   Last updated: Jun 13, 2023

What is Ad Impressions

Ad Impressions (IMPR) is a count of the total number of times digital advertisements display on someone’s screen within the publisher's network.

Ad Impressions Formula

ƒ Count(Ad Impressions)

How to calculate Ad Impressions

Suppose you are trying to better understand the performance of an ad campaign that you are running on Google or Facebook. Impressions are a good leading indicator. You look into your ad account and see that you have been running 4 different ad variations within a campaign. Ad 1: 16,484 impressions Ad 2: 10,245 impressions Ad 3: 9,198 impressions Ad 4: 435 impressions This means that Ad 1 is receiving the most impressions, so has the highest likelihood of being clicked.

Start tracking your Ad Impressions data

Use Klipfolio PowerMetrics, our free analytics tool, to monitor your data. Choose one of the following available services to start tracking your Ad Impressions instantly.

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How to visualize Ad Impressions?

Your aim with visualizing Ad Impressions should be to quickly identify ad variations with the highest impressions, as well as tracking the overall number of impressions. The best data visualizations for Ad impressions are bar charts to segment your data by ad variation or campaign, and summary charts to measure the current value versus previous time periods.

Ad Impressions visualization examples

Ad Impressions

Bar Chart

Here's an example of how to visualize your Ad Impressions data in a bar chart to observe segmented data.

Ad Impressions


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vs previous period

Summary Chart

Here's an example of how to visualize your current Ad Impressions data in comparison to a previous time period or date range.
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Ad Impressions


Measuring Ad Impressions

More about Ad Impressions

This metric measures the amount of times that a specific ad has been shown to your audience. For a single ad, you can see how many times the ad has shown up on your audience’s screens. Impressions can be measured for search ads, display ads, video ads and almost all other ad formats. You can also measure Ad Set Impressions, which tracks impressions for a group of ads under the same theme.

Impressions represent the total number of times your ad has been viewed. That means that if a single person saw your ad 4 times, they would count as 4 impressions. If 4 people saw your ad once, they would also count as 4 impressions.

The number of impressions you receive can vary based on the size of your audience, size of your budget, relevance of your ad, quality score, and a variety of other factors. If you want to increase this metric, it may be as easy as raising your budget or as involved as redesigning all of your ads to be more relevant to the audience.

More advanced digital advertisers will also use impressions across their campaigns and accounts to evaluate their impression share, adjust their bid strategies, and diagnose any problems related to the delivery of their ads.

Ad Impressions Frequently Asked Questions

What is the difference between ad exposure and ad impressions?

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Ad exposure is the sum of the total time spent viewing ads, while ad impressions counts the total number of times an ad is viewed. Increased impressions leads to increased exposure, although not necessarily in proportion.

Recommended resources related to Ad Impressions

Here is how Google defines Ad Impressions.Facebook's definition of Ad Impressions

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