What is an ad impression?

An ad impression is the number of times an advertisement is called up via an ad server. In other words, how often this advertisement was displayed. Ad impressions are therefore sometimes also called ad views.

Ad impressions can be used to calculate the so-called thousand-contact price (CPM). Usually the payment to the network operator is based on the CPM per 1000 clicks. The CPM can also be used to measure the profitability of the advertising medium.

Ad impressions are an important key figure and the basis for other KPIs. However, it should be noted that the value only indicates how often the ad was played and not whether it was actually seen. It should also be noted that ad impressions must be distinguished from page impressions.