What is Impressions?
The total number of times a post was shown, counting repeat views. Impressions always meet or exceed reach.
Impressions count every time a post was rendered on a screen, including repeat views by the same account. Reach counts unique accounts. Impressions therefore always meet or exceed reach, and the ratio between them says something useful: a post with far more impressions than reach kept pulling the same people back.
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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