impression
im-PRESH-un
/ɪmˈprɛʃən/
A metric representing every instance content is displayed on a user's screen, regardless of clicks.
Impressions count total views; multiple views by a single person count as multiple impressions.
The story behind the word. In print publishing, an impression referred to a single pass of a printing press stamping ink onto paper. Online advertising borrowed the term to describe each time an ad is rendered onto a user's screen.
Word relationships
- view: View often requires a minimum watch time, while impression counts any rendering on screen.
Commonly confused with
- reach: Reach measures total unique users; impression measures total views rendered.
Word family
- impress (verb): To make a mark or impact.
- impressive (adjective): Eliciting admiration.
Collocations
- total impressions
- impression count
- cost per impression
Idioms & expressions
- make an impression
Example sentences
- "The marketing campaign recorded over two million impressions across video networks." Digital advertising analytics
Memory hook
IMPRESSION: Digital ink pressed onto a digital screen once. Screen count every single time.
When not to use
Do not confuse with unique reach, which counts individual unique viewers.
Fun facts
- CPM (Cost Per Mille) measures advertising cost per 1,000 impressions on web platforms.
Related words
Take your vocabulary further with LangBlitz
Our English vocabulary app: FSRS spaced repetition, 5,000+ curated words across 119 topic groups, CEFR A1 to C2. Explore your mastery with the beautiful Vocabulary World feature.