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What is the difference?

Ad Clicks vs Ad Impressions

Ad Clicks

Ad Impressions

What is it?

Ad Clicks, or simply Clicks, is a marketing metric that counts the number of times users have clicked on a digital advertisement to reach an online property.

Ad Impressions (IMPR) is a count of the total number of times digital advertisements display on someone’s screen within the publisher's network.

Formula

ƒ Count(Ad Clicks)
ƒ Count(Ad Impressions)

Example

If you have a campaign running, you are probably able to access click data on each specific ad. You may see data like this: Ad 1: 4,686 clicks Ad 2: 1,248 clicks Ad 3: 984 clicks You can see that Ad 1 is the higher performing ad by clicks. You may want to evaluate this ad and figure out why audiences tend to click on it more. You may also want to review Ad 3 and try to determine why it is not receiving as many clicks.

Suppose you are trying to better understand the performance of an ad campaign that you are running on Google or Facebook. Impressions are a good leading indicator. You look into your ad account and see that you have been running 4 different ad variations within a campaign. Ad 1: 16,484 impressions Ad 2: 10,245 impressions Ad 3: 9,198 impressions Ad 4: 435 impressions This means that Ad 1 is receiving the most impressions, so has the highest likelihood of being clicked.

Track this metric

Facebook Ads Ad Clicks

Google Analytics Ad Clicks

Google Ads Ad Clicks

LinkedIn Ads Ad Clicks

Twitter Ads Ad Clicks

Ad Clicks (Custom data source)

Facebook Ads Ad Impressions

Google Analytics Ad Impressions

Google Ads Ad Impressions

LinkedIn Ads Ad Impressions

Twitter Ads Ad Impressions

Ad Impressions (Custom data source)

Published and updated dates

Date created: Apr 2, 2019

Latest update: Dec 2, 2020

Date created: Jan 15, 2019

Latest update: Feb 6, 2021