Impressions count the total number of times a post, ad, or piece of content was shown on screen - including multiple views by the same person. If one user sees the same post three times, that counts as three impressions. This distinguishes it from reach, which counts unique viewers only.
Impressions are useful for understanding how often content is being served, particularly in paid campaigns where frequency matters. High impressions with low engagement can indicate the content isn’t resonating; high impressions with strong click-through suggests the creative is working well.
