Do you know what are impressions? How they are measured? What is viewability and why do we measure data?
What are impressions?
Impressions are the total number of exposures to your content. This can include the same person seeing your content multiple times.
Impressions are tracked on many different platforms. For example, how many times people see your Instagram posts, or how many times your ad is displayed with Google Ads.
Impressions are often confused with reach. While reach counts the number of people who saw your content, impressions count the total number of views.
How Are Impressions Calculated?
On most platforms, an impression is tracked every time your content visibly appears in someone’s feed.
On a platform without a feed, like Snapchat or Tiktok or Facebook Stories or Instagram Stories for example, a “Story View” would be considered the same as an impression.
What Does Viewability Rate Mean?
Viewability Rate is a new advertising metric which defines how many of ad impressions on a site are actually viewed by users. The standard definition is that any ad which is at least 50% on screen for one second counts as being viewed, although this is still being debated.
Viewability Rate Formula
The Viewability Rate equation is: Here is the diagram and we will talk about viewable ad impressions.
Viewability Rate = (Viewable Ad Impressions ÷ Ad Impressions) x 100
Note: “Measured ad impressions” are used in the above formula (as opposed to regular ad impressions). This is because viewability/verification vendors are unable to measure 100% of total ad impressions. As a result measured ad impressions are always lower than ad impressions.
Measured ad impressions are simply the number of ad impressions measured by a company.
Organic Impressions vs. Ad Impressions
As a marketing agency, we value all impressions, organic is needed as a result of showing up on social media and how many people are viewing your content. The more followers you have the more viewability you will get but with paid ad impressions they are needed also for your campaigns and as a reward you will get more viewability with an audience that is new and an audience who is targeted based on the elements and needs you designed while strategizing as you built your ad purpose.
Helping small businesses grow & run their business online with ease | CEO of (GoStory Media) | Author Soon "Digital Marketing Now" | Speaker | Social Media Management | Digital Advisor |
3moTo all who liked discovering impressions vs. reactions...we are playing a non-advertising one month game here on LinkedIn and measure posts for the next 30 days. Preparation is needed. Please read more on my page IR-Web2.0 is the name of the game. Let me know if you like to know more info.
As a REALTOR© I help families create new memories.
6moWhy do I get different impressions numbers from LinkedIn for the same post? When I look at analytics/impressions on my profile via "analytics" I get one number. When I get an email from LinkedIn talking about my "Top Performing Posts," it's a different number of impressions.
Owner at Cranna Company (Pty) Ltd.
1yInformative content regarding 'Impressions', however, I would have loved a comparison between 'Impressions' and 'Reach', as from what I understand 'Reach' is more valuable from a marketing/exposure perspectve?