In digital marketing and advertising, "impression" refers to the opportunity for a campaign or ad to be seen and to influence its audience into becoming a user or customer. Impressions are sometimes called "view-throughs."
Impressions are one key performance metric that companies will track in order to gauge the success of their marketing and advertising efforts. Oftentimes, impressions are used to represent the reach of a particular advertisement or campaign. Although the number of impressions that a campaign receives can tell you about the size of the audience and potential for engagement, it does not represent the actual engagement.