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In computing and digital marketing, an impression is counted each time an ad or piece of content is displayed to a user, regardless of whether they interacted with it. It's a basic metric for measuring the reach and potential exposure of a campaign, such as when a web page or app loads and an advertisement appears on the screen. For example, a website showing an ad 100 times has registered 100 impressions.

Definition: An impression is a single instance of an ad being loaded and displayed on a user's device.

Usage: Impressions are used to measure visibility and reach, serving as a foundation for more complex metrics like click-through rate (CTR).

Counting: An impression is counted once an ad has begun to load, not necessarily when it is viewed.

Payment: Advertisers are often charged on a per-impression basis, a model known as cost-per-mille (CPM), which means they pay for every 1,000 times their ad is displayed.

Limitation: An impression does not indicate a user actually saw or engaged with the content. A user might have a web page open in the background, and an ad on that page would still receive an impression even if the user never saw it.