An impression is a metric that counts the number of times a digital advertisement or piece of content is displayed to a user. As impressions don’t keep track of engagement, they just display the reach of the ad or the content to users in different locations. In data-driven marketing, impressions are used to measure visibility and assess the potential reach of a marketing campaign.

Monitoring impressions helps marketers optimize brand exposure, evaluate campaign effectiveness, and gain insight into ad or website performance.