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Maximizing impressions is one of the best ways to make your brand known on different platforms. By definition, impressions are when an advertisement or any other form of digital media renders on a user's screen (thank you, BigCommerce!). While the metric seems simple on the surface, it gives valuable insights into areas of future growth and improvement. We'll take you through how to calculate this metric, how to understand it in the context of your industry, and how to apply it to the platforms you're using now.

How to Calculate Impressions

You can calculate average impressions by dividing the number of clicks by the CTR.  Impressions can be assessed for various time-periods (i.e. day, week, month, year) and, if your CTR are tied to certain products or campaigns, you can assign specific impressions for each.

If you’re confused about how to define clicks and CTR , we’ve included some nifty definitions and examples below:

  • Clicks are the total number of times that an ad or post viewer has clicked the ad or post. After that, the customer will then arrive at a landing page of a website
  • CTR or clickthrough rate is the number of clicks that your ad or post receives divided by the times that your ad or post is shown to its audience.

When choosing what to include in your calculations, remember: consistency is key! That means, if you decide to include XYZ in your impressions for the month, you should include it in the next month’s impressions as well. Having consistent metrics will allow you to better identify the causes of good or bad performance. For instance, if, over the past month, the average impressions have increased but its conversions are still low, then there are things on your ads or posts that you still need to improve.

Connecting Impressions to Your Business

Again, as you begin (consistently) monitoring impressions, you’ll be able to find insights specific to your strategy. Of course, it’s also important to understand your impressions in relation to your broader industry. To know if your impressions are actually converting well, it is best to compare it to others. To help you know what to expect, we’ve included a list of average conversion rates per industry:

  • Apparel - 4.11%
  • Auto - 5.11%
  • B2B - 10.63%
  • Beauty - 7.10%
  • Consumer Services -  9.96%
  • Education - 13.58%
  • Employment & Job Training - 11.73%
  • Finance & Insurance - 9.09%
  • Fitness - 14.29%
  • Home Improvement - 6.56%
  • Healthcare - 11.00%
  • Industrial Services - 0.71%
  • Legal - 5.60%
  • Real Estate - 10.68%
  • Retail - 3.26%
  • Technology - 2.31%
  • Travel & Hospitality - 2.82%

Further, while you can find total impressions from many channels, we’ve identified popular platforms that are particularly relevant to impressions. These may be good places to begin if you’re getting started with this metric:

  • LinkedIn: If you are a page admin of a Business account, you will be able to see the organic impressions of your ads or contents and the number of views of your videos just by clicking the “Show Stats” button of a post.
  • Facebook: If you are a page admin, you will have access to your post “insights.” You can see your impressions as well as the click-through rates and others in this option.
  • Instagram: Here, you simply have to click on your activity dashboard as an account owner, and you will be able to see your impressions!
  • Google Ads: You have different options of what impressions you would like to see in Google Ads (based on various time periods, segments, etc), and it can all be navigated on your campaign dashboard.

Tracking Impressions with Lido

While impressions are easy to calculate, it’s important to keep in mind that impressions are one of many valuable metrics to track your performance. If you don’t want to spend hours at the end of the month juggling numbers from your LinkedIn, Facebook, Instagram, and Google Ads accounts, consider trying Lido. Lido can help you build a dashboard to monitor your data and give a look into how your key metrics (such as impressions) change over time.

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