An impression measures every single time your content is rendered or displayed on a user's screen. It counts raw display events, regardless of whether the user stopped to read it, clicked a link, or simply scrolled past it.

People often confuse impressions with reach - they track fundamentally different metrics:

• Multiple Views: If a user opens their feed, scrolls past your post, scrolls back up to look at it again, and later opens the app on desktop to see it a third time, that equals 3 impressions.

• Engagement Not Required: A post does not need to be liked, shared, commented on, or even clicked to count as an impression.

• Paid vs. Organic: Platforms track both organic impressions (unpaid feed exposure) and paid impressions (ad delivery).

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1. Brand Awareness: Higher impression counts indicate broader exposure and greater visibility within an algorithm.

2. Calculating CTR (Click-Through Rate): Impressions serve as the baseline denominator to measure how effectively your copy converts views into clicks  

3. Ad Fatigue: If your total impressions skyrocket relative to reach, the same audience is seeing your content repeatedly, which often leads to declining engagement over time.

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