Metrics & KPIs
Impressions
By the AdFlint research team · Last reviewed July 2026
The number of times an ad was served or rendered, counting every appearance including repeat appearances to the same person.
It counts deliveries, not people and not attention. Platforms differ on when one registers, some on render and some on entering the viewport, so totals are not directly comparable across channels. The usual misreading is reading it as reach: a campaign with heavy frequency posts large counts while touching a very small audience over and over again.
Impressions compared with
The settings this gets confused with, and how to tell them apart.
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