What is an ad impression?

An ad impression is recorded each time an ad is displayed on a user’s screen. Whether the user notices the ad or not, if the ad is visible on their screens, this counts as an impression. 

It’s important to note that ad impressions are different from ad clicks. When an ad impression occurs, it may or may not result in the user clicking on the ad. 

By keeping track of this metric, app marketers find out how many users have been exposed to their ads. The ad impression is an important metric for game and app advertisers, as it is a foundational metric for how many times an ad was viewed, and can be compared against clicks,  conversions, and cost for other metrics like CTR and eCPM.

How an ad impression is measured

• Served impression: The ad network sends the ad to the app.
• Rendered impression: The ad loads and begins to appear on the device's screen.
• Viewable impression: The industry standard requires at least 50% of the ad to be visible on the screen for at least one continuous second.