What does 'impressions' mean in digital advertising?

Impressions in digital advertising refer to the number of times an ad is displayed to users, regardless of whether the ad is clicked or not. This metric provides insight into how often an advertisement is being shown and helps marketers understand the visibility of their campaigns.

Understanding impressions is crucial for evaluating the potential reach of your ads and assessing brand awareness. For instance, if an advertisement receives a high number of impressions, it suggests that it is being seen frequently by the audience, which is important for brand recall.

In contrast, the other options represent different metrics or concepts that do not define impressions. For example, clicks refer specifically to user interactions with an ad, while total reach encompasses the unique number of users who have seen the ad. Customer engagement emphasizes how effectively users interact with the message, which is separate from merely viewing it.