An ad impression is the metric used to count the number of times an ad has been served, which is displayed within an app.
Ad impressions vs clicks should not be tangled with each other. Indeed, impressions in digital marketing tells advertisers and developers how many times an ad was viewed by users, but not demonstrate how many times the ad was clicked.
App developers get paid for every 1,000 ad impressions, which is measured by eCPM (Cost Per Mille – The advertising cost per thousand impressions)
Types: Served impressions & Downloaded impressions
- Served impression:
With served impressions, an impression is counted when an ad is sent, or served, to a publisher by DFP. However, the ad creative may or may not have rendered, been downloaded in the user’s device, or viewed by the user.
- Downloaded impression:
With downloaded impressions, an impression is counted only after ad retrieval is initiated by the publisher and the ad creative begins to download on the user’s device. A separate viewability measurement will determine if the user has viewed the creative.