Impressions
📚BasicsAn impression is every time an ad is shown to a user — on the SERP, Display Network, YouTube, or partner sites.
Aliases: Prikazi · Impression
What it is
An impression is counted every time an ad is shown to a user, on search, the Display Network, YouTube, or partner sites, whether or not the user actually notices it. It's the denominator in the CTR formula (clicks divided by impressions) and the basic measure of how widely an ad is being shown at all.
My take
An impression alone tells me nothing about campaign quality; in my accounts I look at it only through CTR and whether a tight daily budget is choking off impressions before the ad even gets a chance to convert.
Example
A Search campaign with 1,200 clicks and a 3% CTR had 40,000 impressions that week (1,200 divided by 0.03).
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