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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.

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More terms of 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

Monthly Active Users (MAU) mobile-advertising-glossary-metrics

MAU is the number of unique users interacting with the app over a 30-day period. It's a standard metric for user base size and growth.

Metrics

Attention Metrics mobile-advertising-glossary-metrics

Metrics that assess how much attention users give to an ad, using data signals like eye tracking, time in-view, or interaction depth.

Metrics

Audio Duration mobile-advertising-glossary-metrics

Captures how long a user listens to an audio ad (e.g., complete plays, average duration, listen-through rate).

Metrics

Social Media Metrics mobile-advertising-glossary-metrics

Includes shares, comments, mentions, and sentiment around a campaign. Particularly relevant for cross-channel or influencer campaigns.

Metrics

Audible On/Off mobile-advertising-glossary-metrics

Indicates whether video/audio ads were played with sound on. This can impact engagement and brand recall.

Metrics

App Launch Time mobile-advertising-glossary-metrics

Time from tapping the app icon until users see and interact with the app. Includes Time to Initial Display (TTID) and Time to Fully Drawn (TTFD). Typical targets: < 5 s cold start, < 1.5–2 s warm/hot start

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
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