What’s a Facebook ‘impression’, and how does it help your branding?

 

by Tom Neivandt | Jan 18, 2023

 

Boost Your Brand digital marketing agency australia melbourne whats a facebook impression metrics and kpis

 

Do you know what an ‘impression’ is? Why do Digital Marketers report on ‘impressions’? You might think it’s part of the “fancy lingo” that Digital Marketers use, but it’s a very important part of digital marketing KPI’s.

What is an ‘impression’?

In short, an impression counts every time your ad is displayed in front of the viewer. It’s not how many times the ad was clicked, or how many times the video was watched, it’s just simply how many times the ad is placed in front of the viewer in their feed. One person can have multiple impressions for a single piece of content.

There are 3 types of impressions. We’ll explain these below:

  1. Organic: The number of times your content was displayed for free in the viewers feed from a post on your Facebook Page.
  2. Paid: The number of times your paid / sponsored content was displayed as a Facebook Ad.
  3. Viral: The number of times your content was seen when shared or published by a friend.

 

How does an impression help your branding:

On average, a consumer needs to see your brand 9 times before they build trust in your brand. No matter whether you’re advertising a service based business, or an online store, they still need to trust your brand before they engage with your ad.

What does this mean? To get the highest ROAS, you need consumers to trust your brand as quickly as possible, so they start engaging with your ads.

A productive way of speeding up your ad engagement is to run a ‘hot offer’. This is essentially an offer that is too good to refuse. For example, 75% Off, FREE gift, 1st month FREE and so on.

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Confused by some of the other social media and digital marketing lingo? Here’s a few more terms listed below:

ROAS: Return On Ad Spend. Arguably the most important KPI in digital marketing
CPC: Cost Per Click
CAC: Customer Acquisition Cost
Bounce Rate: The % of users who visit your website and leave straight away without clicking further
ChatBot: Software that responds automatically to text enquiries (Eg, Messenger or website chat) to simulate a human conversation

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