Impression in online marketing (Google, Instagram & Co.): definition, calculation and monitoring

Impression – Google search results, website, e-commerce, social ads on Instagram or native ads in online portals. As an online marketer, you will be constantly dealing with impressions. But what are impressions by definition?

Impressions: Definition

If you look at the translation of Impression, you would be able to translate it 1:1 with “impression” or “edition”. There is no exact translation. Simply explained means Impression:

An impression is when a user perceives a certain content.

This can be an advertisement on Instagram, the display of an online store in Google search results or the read Native Ad article.

How do you measure impressions?

Impressions are important for website operators. In SEO (organic) but also in paid advertising.

The calculation of impressions is easy according to our definition from above: Every view is an impression.

But it is not “only” important to be seen, for companies it is always the sales, the sales that count in the end. So the next step is the click. This is how the user reaches our desired target, for example e-commerce.

Impressions are especially helpful in the monitoring of online projects, whether e-commerce, website, online seminars or social media campaigns. Certain key figures such as the CTR (Click Through Rate) or CPM (Costs Per Thousand/Mille), require the number of impressions as a basis for calculating the effectiveness of campaigns and clicks.

Impression vs. click

The difference between an impression and a click is simple.

  1. With an impression a user can see
  2. A click, takes place when the user actually follows the advertisement, i.e. clicks on it.
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What is more valuable? The click, of course. The higher the commitment, the more valuable the user becomes as a potential buyer.