Impressions: meaning and how it works

Impressions are the number of times your content was displayed on screens, including repeat displays to the same person.

If one person sees your post three times, that is three impressions but one reach. Impressions are usually higher than reach.

How it works in practice

Impressions are shown in insights for posts, stories and ads. They answer “how many times was this displayed”, which is different from “how many people saw it”.

Example

Example: one person sees your post in their feed and again in Explore. That is two impressions and one reach.