What is an ad impression

I’ve blogged previously about [various] [page-view] [Web] [visitor] [analytics] [visit] [terms] [pages-per-visit]. Almost all of those would be described as **audience** terms — they describe how people are viewing your site.

Let’s take a stab at some **revenue** terms, starting with:

**What’s an ad impression?**

It’s a measure of the number of times an ad is seen by a user. In that sense it’s almost like a [page view] [page-view], except it only refers to a portion of the page — where the ad is.

The number of impressions is important to several different sets of folks.

* The advertising sales folks need to know how many impressions are generally available on the site, so that they don’t over or under sell.

* The marketers buying ads on your site want to know how many impressions their particular ad, or set of ads, received. They’re likely paying for a set number of impressions and they want to make sure they weren’t undersold.

* The marketers also care about the impressions of a campaign of ads across a variety of sites because that’s a measure of, roughly, how much effect the ads should have on the marketplace. Just as page views are impression of a piece of content’s influence on the marketplace.

An page can contain multiple ads and thus serve multiple impressions per page view. Why would a site put multiple ad units on a page? It’s all about [CPM] [cpm], but we’ll tackle that one [another time] [cpm].

[page-view]: /blog/2008/11/13/what-is-a-page-view/ “What is a page view?”
[visitor]: /blog/2008/11/18/what-is-a-visitor/ “What is a visitor?”
[visit]: /blog/2008/11/19/what-is-a-visit/ “What is a visit?”
[pages-per-visit]: /blog/2008/11/20/what-are-pages-per-visit/ “What are pages-per-visit?”
[cpm]: http://heisel.org/blog/2008/11/30/what-does-cpm-mean/

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8 Responses to What is an ad impression

  1. Pingback: heisel.org > What does CPM stand for?

  2. keya says:

    nice and informative…

  3. mr blint says:

    If an ad will be invisible until the page is scrolled, is it considered an “impression” even if the page is never scrolled, so that the visitor never actually saw it?

  4. Arewi10 says:

    nice and good info cheers


  5. Arewi10 says:

    nice and good info cheers


  6. chaggu says:

    help me my estimated earning is still at zero.no one is clicking my ads please have look on my website

  7. Liz says:

    Thanks for the information. It is so appreciated.

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