Number of Ad Impressions

What is the Number of Ad Impressions?

The Number of Ad Impressions shows the number of times your ad on a specific platform has been seen. Essentially, this number accounts for every instance that an ad appears on a user's screen–even those outside your desired audience.

An impression is counted as every time your ad appears on the relevant social media platform. A viewable impression is counted as every time at least 50% of your ad is visible onscreen for at least one second; in large display ads (at least 242,500 pixels), 30% of the ad must be visible for at least one second.

Meanwhile, a served impression is counted every time an ad is ‘served’ (sent) to a publisher by an ad server, regardless of whether the ad is viewed, downloaded, or rendered.

The Number of Ad Impressions is a relevant KPI for your marketing team to follow.

Why is the Number of Ad Impressions important?

The Number of Ad Impressions is important, as it gives an overview of whether you are spending too much on ads that are not getting enough impressions. Measuring this KPI gives you invaluable insight into your data, enabling you to more easily adjust the content of your ads.

For this reason, this KPI works hand in hand with your advertising budget.

How to calculate the Number of Ad Impressions

Measuring the number of impressions is straightforward and as long as you are connected to the relevant platform then you can visualize the metric without having to build a formula.

For visualizing this KPI, it's best to go with a simple Number Box or if measuring over time, a column chart. If you are using Plecto formula editor, you can calculate this metric with the following calculation:

(
Sum(New Ad Spend Report, Impressions)

)

How to increase the Number of Ad Impressions

The best way to increase your Number of Ad Impressions is – obviously – to advertise more and advertise better. From the most general to most specific audiences, you can do this by:

• Advertising in more locations, whether on- or offline.
• Advertising in a specific location with a high density of impressions.
• Advertising in a targeted, tailored location for your ICP.
• Making your ads catchy and compelling.

Knowing your target customer or using your ad campaigns with the express intention of finding your ICP, is vital. With this in mind, expect this to be a process of trial-and-error, of having hits and misses along with successes on the way. However, once you hit a winning formula with your advertising, stick to it!

Other KPIs similar to Number of Ad Impressions include:

• Number of Ad Conversions
• Number of Ad Clicks
• Cost per Impression