Impression vs. Click: What You Need to Know in 2022

Impression vs. Click: What You Need to Know in 2022

When it comes to digital marketing, there are a lot of confusing terms and concepts that can be difficult to grasp. One of the most important said concepts is impression vs. click.

This blog post will define the two terms and explain the importance of both. We will also discuss a good impression to clicks ratio and why it is vital for businesses.

Key Points

  • What Are Impressions
  • What Are Clicks
  • Importance of These Metrics
  • Impressions and Clicks on Different Platforms
  • What Is a Good Impression to Click Ration
  • Our Takeaway

What Is an Impression in Digital Marketing


In digital marketing, an impression is defined as a display of an ad. This can include banner ads, video ads, or even sponsored posts on social media.

Impressions in marketing are like a snapshot of how many people have seen your ad. It’s a crucial metric to follow because it gives you an idea of whether the audience views the advertisement. It can also provide insight into where to focus future efforts to reach out even more users.

What Are Clicks


A click is defined as someone taking action on your ad. This could be clicking on a banner ad, watching a video ad, or even clicking through to your website from a social media post.

Clicks are like the building blocks of your marketing strategy, and they are the best way to measure how effective each ad is.

Impression vs. Click: The Importance of Each Metric


Impression or click? Now that we’ve defined the terms, you might be wondering which one is more important.

The truth is that these are two different measurements showcasing a picture of how an advertisement affects your customers and how compelling your CTA is.

While impressions give you an idea of how many people see your ad, clicks show you how effective each ad is. Clicks are the best way to measure conversions, and they should be your main focus when it comes to optimization.

However, impressions are no less important because they give you an idea of your ad’s reach. You want to make sure that as many people see it, and ad impression data can help you determine where to put most of your budget.

Clicks and Impressions on Different Platforms: Facebook, YouTube, Google, and More


The way that clicks and impressions are measured varies from platform to platform. Here are a few of the most popular platforms and how they calculate these metrics:

  • Facebook: Clicks are counted every time someone clicks on your ad, likes your page, shares your post, or comments on your post. Impressions are calculated when your ad is shown in someone’s News Feed.
  • YouTube: Whenever someone engages with your video ad, subscribes to your channel, or likes your video, it’s counted as an action—click. Impressions are calculated when your ad is shown before a YouTube video starts playing.
  • Google: Clicks are measured by the number of clicks on your ad, calls to your business or visits to your website. Impression on Google Ads is counted whenever your advertisement is shown on a search engine results page or a website that is part of the Google Display Network.
  • Instagram: Clicks are counted when someone clicks on your ad, visits your website or calls your business. Impressions are counted when your ad is shown in someone’s IG feed.
  • Twitter:  Clicks refer to someone clicking on your ad, expanding it, or retweeting your tweet. Impressions are counted when your ad is shown in someone’s feed.
  • TikTok:  Impressions are calculated when your ad is shown in someone else’s feed. Clicks are counted when someone clicks on your ad, watches your video, or likes your video.

It’s critical to remember that each platform has its definition for an impression and click. You need to be aware of how these platforms count before starting your digital marketing campaign.

What Is a Good Impressions to Clicks Ratio


There is no magic number for what is considered a good impression to clicks ratio. However, the average click-through rate (CTR) for display ads is around 0.35%, and this can be a decent indicator of how well your campaign is going. This means that for every 1000 impressions, you can expect around 35 people to click on your ad.

On the other hand, the average impressions click-through rate for search ads is 1.91%.

Of course, the averages will vary further depending on the type of ad, where it is placed, who the target audience is, and what your niche is. However, it can give you a general idea of what to expect.

Our Takeaway: Impression vs. Click


Impressions and clicks are two of the most critical metrics in digital marketing. They both play a role in determining how successful your marketing campaigns are.

However, you need to understand a crucial distinction between the two to improve your marketing results. An impression is recorded every time an ad is shown on a web page, regardless of whether or not it was clicked. On the other hand, a click is only counted when someone clicks on the ad.

Because impressions can be easily inflated, marketers often focus too much on clicks and ignore impressions altogether. This can be a big mistake, as getting people to see your ad is just as important as getting them to click on it.

What’s your take on impression vs. click in digital marketing?