Definition: Impressions are the total number of times a post was displayed on screen, counting repeat views by the same person.
Updated October 10, 2026
Average frequency = impressions ÷ reachPlatforms define “views” differently. Instagram and Facebook now report views for most content, counting each time it starts playing or appears on screen. X shows a view count that is close to impressions. Check the platform’s definition before comparing numbers across networks.
Impressions are the right measure for awareness and frequency: how often your message was in front of people. For content quality, reach and engagement rate are more useful, because impressions can rise simply by showing the same post to the same people again.
A LinkedIn post earns 12,000 impressions and 7,500 unique viewers. Average frequency is 12,000 ÷ 7,500 = 1.6.
Reach is the number of unique people who saw a post or account at least once in a given period.
Engagement rate is the percentage of people who interacted with a post (liked, commented, shared, saved or clicked) out of the people who saw it or follow the account.
Click-through rate is the percentage of people who clicked a link in a post out of everyone who saw it.
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