Industry Terminology Guide
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Impression Rate

Impression Rate

An "Impression" (often abbreviated as "imp") measures each occurrence of an advertisement or piece of digital content being rendered and loaded on a user's screen.

While impressions do not imply that a user clicked or read the copy, they serve as the foundational metric for measuring visibility, reach, and awareness, particularly in CPM (cost-per-thousand-impressions) campaigns.

Key Takeaways (30-Second Summary)
  • Count Definition: Triggers when an ad is fetched from a server and rendered, regardless of interaction.
  • Vs. Reach: Reach tracks unique individuals, whereas impressions count cumulative page loads (one user can generate multiple impressions).
  • Viewability Metric: Modern standards track viewable impressions to guarantee that at least 50% of the banner was shown on screen for at least 1 second.

About "Impression Rate"

This page provides the English definition and usage guide for the professional term "Impression Rate." If you have any suggestions, feedback, or corrections regarding our terminology articles, please feel free to reach out via our contact form.