Glossary: Ad Impressions

Ad impressions (or views) are a key performance indicator in online marketing. It refers to the number of visual contacts of an advertising medium on the internet. An impression is made when a user accesses a website and the advertisement is loaded by the AdServer. The AdServer logs the impressions.

On the one hand, ad impressions are often used to bill online advertising in the form of the costs per thousand (CPT) and on the other hand, ad impressions are one of the first key performance indicators (KPI) for measuring website traffic. Other important KPIs are clicks, leads, and conversions.


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