In Google Ads, what does the term 'impression' refer to?

Impression in Google Ads refers to the number of times an ad is displayed to users, regardless of whether or not they engage with it. This metric is crucial because it indicates how often an ad is being served to potential viewers, allowing advertisers to gauge the reach and visibility of their campaigns. An impression is counted every time an ad appears on a search result page or a website that is part of the Google Display Network.

Understanding impressions is essential for evaluating the performance of an advertising campaign, as a high number of impressions signifies a vast audience being reached, even before analyzing clicks or conversions. This metric helps advertisers assess brand exposure and informs them about the effectiveness of their targeting strategies.