In plain English
Every display counts, including repeats to the same person. Ten impressions can mean ten people once or one person ten times, which is why the number alone tells you little.
Their genuine use is frequency. Impressions divided by reach tells you how often the average person saw it, which is how you catch overexposure.
What to know
Why it matters
Frequency is the useful thing hiding in the impressions number. Beyond a certain point, more impressions to the same audience reduce response rather than increase it.
Common mistakes
FAQs
Reach or impressions?
Reach for how many people, impressions for how often. Frequency is the useful derived number.
What frequency is too high?
It varies, but declining response with rising impressions is the signal.
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