An impression represents every time an advertisement, content, or post is displayed on a user’s screen, whether on a search engine, a website, or a social media platform. Unlike a click, an impression does not guarantee interaction, but it indicates that your content was seen by a user, even briefly.

For your nonprofit, impressions are a key metric to measure the visibility of your initiatives. Here are some contexts where they apply:

Every time an ad from your nonprofit appears in search results through Google Ad Grants, it counts as an impression, whether or not a user clicks on your link.

When a post is shared on social media, each appearance on a user’s screen counts as an impression. For example, if a video on your nonprofit’s LinkedIn is viewed 5 times by the same person, that counts as 5 impressions.

Although the term “impression” is rarely used for emails, a comparable indicator is the open rate. This KPI shows how many of your subscribers opened your newsletter. Keep in mind that some recipients may see your email in their inbox without opening it, which won’t be counted in this rate.

To analyze impressions for a page on your site, you can examine the number of sessions or views for that page over a given period. This metric shows how many times it was displayed to visitors, thus reflecting its visibility.

Why is this important for your nonprofit?

Impressions help to:

  • Evaluate reach : Understand how many people are exposed to your message.
  • Optimize your campaigns : Identify which keywords, ads, or messages are reaching the most people.
  • Increase awareness : The more your impressions grow, the broader your cause reaches, attracting donors, volunteers, and potential partners.

Even though impressions do not guarantee direct engagement, they are a crucial first step in propelling your nonprofit toward its goals.