Impressions
The total number of times a post was shown, counting repeat views. Repeat exposure can produce multiple impressions per person.
Impressions count every time a post was rendered on a screen, including repeat views by the same account. Reach counts unique accounts. For the same content, period, and measurement method, repeat displays can make impressions higher than reach. Differences in estimates and reporting scope can complicate comparisons; repeat display does not prove someone deliberately returned.
Impressions are the most inflatable number a platform reports, which is why they headline most analytics screens. They are honest input for spotting relative performance between your own posts, and weak evidence for anything else.
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