Impressions are particularly crucial in the awareness stage of the marketing funnel, where the primary goal is to grab attention and make a brand known to potential customers or advocates.
Additionally, Impressions assess which platforms generate the most visibility, helping to allocate resources strategically.
Lastly, Impressions highlight the virality of content. If Impressions are soaring, it indicates that messaging is being seen by many users and gaining traction.
While Impressions don’t give the complete picture (e.g., it doesn’t show a user’s perception or actions), it’s helpful to understand whether the content is being seen by the right people.