Impression:

• An advertising metric that indicates how many times an advertising banner, link or product on the internet is viewed.

Many people don’t put much stock into impressions alone, but impressions can have the potential when coupled with other metrics to find trends with a publisher’s marketing methods & the advertisers offers.  For example, a high impression count with a low click rate could indicate that the publisher’s website is receiving ample traffic but the banner is not advertising an attractive offer to those visitors.  On the other end, low impressions with high click rates could be indicative of fraudulent affiliate activities or improper reporting.

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Glossary Definition From ABC’s of Online Marketing by Alexandra Wharton, Issue 22, Revenue Magazine

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