KPI Library
Number of Ad Impressions
Times your ad is seen by an audience on a specific platform.
Times your ad is seen by an audience on a specific platform.
Formula:
(
Sum(New Ad Spend Report,Impressions)
)
This metric will show the number of times your ad on a specific platform has been seen by its audience. However, it doesn’t just count for your targeted consumers, but for the overall users that have seen your ad on that channel. Nowadays, impressions are used for social media channels, them being Facebook, Instagram, Google Ads or Linkedin, among others. However, it can track whatever platforms you connect to Plecto that are showing your ads. This KPI is especially relevant when compared with the budget for ads since it will give you an overview of whether you are spending too much on an ad that is not getting enough impressions. With this information in hand, you can more easily adjust your marketing strategy to the current situation.
KPI Example
What is the Number of Ad Impressions?
The Number of Ad Impressions shows the number of times your ad on a specific platform has been seen. Essentially, this number accounts for every instance that an ad appears on a user's screen–even those outside your desired audience.
An impression is counted as every time your ad appears on the relevant social media platform. A viewable impression is counted as every time at least 50% of your ad is visible onscreen for at least one second; in large display ads (at least 242,500 pixels), 30% of the ad must be visible for at least one second.
Meanwhile, a served impression is counted every time an ad is ‘served’ (sent) to a publisher by an ad server, regardless of whether the ad is viewed, downloaded, or rendered.
The Number of Ad Impressions is a relevant KPI for your marketing team to follow.
Why is your Number of Ad Impressions important?
The Number of Ad Impressions is important, as it gives an overview of whether you are spending too much on ads that are not getting enough impressions. Measuring this KPI gives you invaluable insight into your data, enabling you to more easily adjust the content of your ads.
For this reason, this KPI works hand in hand with your advertising budget.
How to calculate your Number of Ad Impressions
Measuring the number of impressions is straightforward and as long as you are connected to the relevant platform then you can visualize the metric without having to build a formula. For visualizing this KPI, it's best to go with a simple Number Box or if measuring over time, a column chart.
How to increase your Number of Ad Impressions
The best way to increase your Number of Ad Impressions is to advertise more and advertise better. From the most general to most specific audiences, you can do this by:
- Advertising in more locations, whether on- or offline.
- Advertising in a specific location with a high density of impressions.
- Advertising in a targeted, tailored location for your ICP.
- Making your ads catchy and compelling.
Knowing your target customer or using your ad campaigns with the express intention of finding your ICP, is vital. With this in mind, expect this to be a process of trial-and-error, of having hits and misses along with successes on the way. However, once you hit a winning formula with your advertising, stick to it!
Other KPIs similar to Number of Ad Impressions include: