Facebook impression what is it




















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Impressions and reach tell you very different things about the performance of your ads and content. More often than not, you will have to use both metrics together to figure out the effectiveness of a campaign or ad. Comparing impressions to reach is tricky, because impressions will by definition always be equal to or higher than reach. Every user included in your reach count will have seen your content at least once, and most will probably have seen it numerous times. How many times?

To figure that out, we divide total impressions by total reach to get the average number of impressions per user. Most research around brand awareness suggests that users have to have seen an ad at least several times before they begin to become aware of the brand.

Krugman suggested that three exposures were enough to make someone aware of your brand. Back in , London businessman Thomas Smith suggested that it took twenty. In all likelihood, the effective frequency for your business will be highly particular to your industry and product. If you want to get a sense of what a reasonable impressions per user count is, try getting some insight into what competitors in your space are aiming for.

How many impressions per user is too many will depend entirely on your social media goals. If you want to slowly build brand awareness in a small niche, an in-your-face campaign with lots of impressions per user is probably not the way to go.

But if you have a time-sensitive promotion and are looking to expose it to as many people as possible, a high impressions per user count could be a good goal. Impressions and reach can tell you a lot about how your content is performing in the moment. If you want to measure your social media ROI , and are focused on short and medium-term returns, focusing on business conversions is still key.

The Facebook Ads Impressions and Reach metric lets you compare your Facebook Ads impressions with reach over the past 7 days. Facebook Ads defines impressions as the number of times an ad was viewed. With a few exceptions, an impression is counted each time an ad can be viewed when it enters a person's screen on Facebook, Instagram or Audience Network.

Reach is defined as the number of people your Facebook ad was shown to. This is a valuable metric because it demonstrates if your ad was engaging. You want your impressions and reach to be as close as possible in this metric, because it shows that your ad was effective in grabbing your user's attention when it appeared on their screen.

Dashboards can be critical in this regard.



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