What are paid impressions?
One fundamental idea to understand is the difference between reach vs. impressions. The former is the total number of unique people who saw your content on the platform. The number of impressions, however, is the number of accounts your content reached the news feed. So, when we talk about paid impressions, we are referring to the success of your Facebook ads, for example, and the total number of times they reached your target audience.
The impression count is one of the important metrics to track, as it helps you on the path to increasing your brand awareness. It will let you know if your marketing campaign is targeting the right people through online advertising, or if you need to modify your social media campaign in order to see a higher total impressions figure on your user’s feed.