What does an ad impression measure?

An ad impression measures the number of times an ad is viewed by a user. This metric is essential for understanding the reach of an advertising campaign because it indicates how often the ad appears on a user's screen, regardless of whether it is clicked or leads to a conversion. Tracking impressions helps advertisers gauge the visibility of their ads and assess the potential audience exposure, as this is a fundamental aspect of media planning and ad effectiveness. By focusing on impressions, businesses can evaluate the initial impact of their advertising efforts before delving into metrics related to interactions or conversions.