Metrics and measurement
An impression is a single display of an ad or a piece of content, counted each time it appears on someone's screen.
It is the unit in which advertising space is bought: for every impression the platform submits a bid to the auction. It is also the first indicator a board demotes, because it reports how many people saw and leaves open the question of what came in.
An example
A company rebuilds its list of marketing indicators and starts from what it stops counting: raw impression counts, follower growth, un-contextualised likes. In their place come depth of engagement and the shift in brand recall. Impressions stay useful to the people running the campaigns, who decide where to act tomorrow, and matter little to the people deciding whether that budget exists next year.
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