What are impressions?

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What are impressions?

Impressions

Impressions tally the total number of times the potential audience (including duplications) was exposed to a message within a specific period. This is calculated by multiplying the number of people who potentially received it (reach) by the number of times (frequency) they potentially were exposed to it. In visual media, impressions can also be called opportunities to see. The use of the word “potential” is key as this type of measurement deals only with those who might have seen something – not with those who actually saw it, understood it, or acted upon it.