What Is Impressions?
Impressions are the total number of times a piece of content is displayed on users' screens, including repeat views by the same person.
Impressions differ from reach (unique viewers) — one person seeing a post three times counts as three impressions but one reach. For sponsored content, brands use impressions to calculate CPM and overall campaign exposure. Instagram typically delivers impressions equal to 30–60% of a creator's follower count per feed post, while Stories average 5–15% per slide.
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