Ad Impressions
The number of times an ad was displayed to shoppers. Impressions measure reach; they cost nothing under cost-per-click billing until someone clicks.
What Are Impressions?
An impression is counted each time your ad is shown - in search results, on a product page or elsewhere. It is the top of the advertising funnel: impressions lead to clicks, and clicks lead to orders.
Impressions and CTR
CTR = (Clicks ÷ Impressions) × 100
Many impressions with few clicks usually points to the ad itself - main image, title, price or review count - or to targeting that shows the ad to the wrong shoppers.
Why Impressions Can Be Low
- Bids too low to win placements
- Low relevance between the listing and the keyword or product targeted
- Budget running out early in the day
- The offer is not eligible - out of stock or without the Featured Offer
Viewable Impressions
Some Sponsored Display and Sponsored Brands campaigns are billed per thousand viewable impressions (vCPM) instead of per click, so there an impression does carry a cost.
How SellerLegend Helps
SellerLegend tracks impressions, clicks and CTR for Sponsored Products and Sponsored Brands campaigns alongside the sales they generate.
Want to track this metric continuously?
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