Impressions
An impression is counted each time your ad is served/displayed, whether or not it's clicked. Impressions measure how many times your ad appeared, not how many unique people saw it.
Formula
Impressions = total times the ad was displayedExample
If 1,000 people each saw your ad 3 times, that's 3,000 impressions but a reach of 1,000.
Why it matters
Impressions are the denominator behind CTR and CPM and the raw measure of exposure. To understand unique exposure, pair impressions with reach and frequency.
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FAQ
What's the difference between impressions and reach?
Impressions count every time the ad is shown (with repeats); reach counts unique people. Impressions ÷ reach = frequency.
Do impressions include clicks?
An impression is just a display. A click is a separate event that can follow an impression. CTR relates the two.