Impression definition

Impression

An impression is counted each time an ad is served and appears on a user’s device screen, regardless of whether the user interacts with it. It is one of the most basic and foundational ad delivery metrics used to measure reach and exposure.

Metrics

Collections

Ad Fraud and Scamming in Digital Advertising Glossary

Ads.txt / App-ads.txt Glossary

Mobile Advertising Glossary: Metrics and KPIs

oRTB Glossary

OTT / CTV Programmatic advertising glossary

Performance Marketing Glossary

All categories

KPIs

Measurement Frameworks

Metrics

Alphabetical index archive

A ⁽⁹⁾B ⁽²⁾C ⁽¹⁰⁾D ⁽²⁾E ⁽¹⁾F ⁽²⁾I ⁽⁵⁾L ⁽³⁾M ⁽²⁾P ⁽¹⁾R ⁽²⁾S ⁽⁵⁾U ⁽¹⁾V ⁽¹⁾W ⁽¹⁾

Search term

More terms of Metrics

Session Frequency mobile-advertising-glossary-metrics

How often a user returns to the app in a given time frame. High frequency suggests strong engagement and app stickiness.

Metrics

Session Duration mobile-advertising-glossary-metrics

Time spent within an in-app branded experience. Complements session length and reflects depth of engagement.

Metrics

Ad Fill Rate mobile-advertising-glossary-metrics

The percentage of ad requests that are successfully filled with an ad impression: Fill Rate = (Filled Requests / Total Requests) * 100. Low fill rates may suggest weak demand or misconfiguration.

Metrics

Daily Active Users (DAU) mobile-advertising-glossary-metrics

DAU measures the number of unique users who engage with the app on a daily basis. It's essential for tracking regular usage.

Metrics

Click mobile-advertising-glossary-metrics

A click occurs when a user taps or interacts with an ad, typically leading to a destination such as an app store page, website, or landing page. Clicks are crucial for measuring engagement.

Metrics

Cost Per Action (CPA) mobile-advertising-glossary-metrics

CPA is the amount spent to drive a specific user action (e.g., a subscription, sign-up, or in-app purchase). It’s commonly used in performance-based advertising models.

Metrics

Click-Through Rate (CTR) mobile-advertising-glossary-metrics

CTR is the ratio of clicks to impressions, expressed as a percentage. It shows how effective an ad is at encouraging users to engage: CTR = (Clicks / Impressions) * 100. High CTR often indicates strong ad relevance and appeal.

Metrics

Cost Per Install (CPI) mobile-advertising-glossary-metrics

CPI measures the cost to acquire a single app install: CPI = Total Spend / Number of Installs. It’s a standard KPI for user acquisition campaigns in the mobile app ecosystem.

Metrics

Tappx logo white

Important Security Notice
Beware of scammers impersonating Tappx brand

We have identified fraudulent activities where malicious actors are imitating Tappx assets. These scams may compromise your security.

⚠️ Warning: The URL you came from has been flagged as potentially harmful.

To stay safe, only trust communications and services from the official Tappx domain: tappx.com

Visit our scam prevention hub

Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Etiam elit tortor, consequat sit amet ultricies ut, pellentesque a magna. Etiam mattis odio ut nibh pulvinar bibendum. Curabitur porta gravida urna sit amet tincidunt. Etiam sit amet nunc vulputate, blandit mauris sit amet, lacinia arcu. Morbi in orci tincidunt, tincidunt dolor vitae, hendrerit sem. Etiam in suscipit purus. Morbi dignissim vitae nibh ut condimentum.