Which performance metric indicates the number of times an advertisement is displayed?

Impressions are a key performance metric in digital advertising that reflects the total number of times an advertisement is displayed to users, regardless of whether it was clicked or engaged with. This metric is crucial because it provides insight into the reach of an ad campaign—indicating how many times it has been served to viewers. High impression numbers suggest that the ad has been shown widely, while low numbers may indicate a need for improved targeting or bidding strategies.

Clicks represent the instances when users interact with an ad by clicking on it, which is a different measure of performance that reflects user interest rather than exposure. Engagements encompass more comprehensive user interactions beyond clicks, such as likes, shares, or comments. Conversions refer specifically to the completion of a desired action (like a purchase or sign-up) after an ad interaction, highlighting the effectiveness of an ad in driving specific outcomes rather than merely measuring how often it was displayed. By focusing on impressions, advertisers can assess the visibility of their campaigns and make data-driven decisions for optimizations.