While Facebook advertising is a good way to engage consumers, its effectiveness has gone down due to aggressive advertising. Facebook defines impressions as "the total number of times the ad referenced has been shown on the site." What Facebook calls “impressions” Twitter used to refer to as “reach,” for example. Reach and impressions are monitored by Facebook Insights and Instagram Insights. Facebook advertising costs, on average, $0.97 per click and $7.19 per 1000 impressions. But, so does a … Organic impressions are down 33 percent because there is a constant overflow of content. If 100 total people have seen your ad, that means your ad’s reach is 100. OCPM is Optimized Cost per Mille, which is identical to CPM – paying for impressions, remember – only it takes advantage of Facebook being, well, Facebook. Impressions is the total number of times activity related to your Page is seen by people on Facebook, whether they see it organically, virally or via a paid advertisement. While Facebook wants to serve relevant high-performing ads, if it’s making money from your ad, that ad will keep getting impressions. As a result, your impressions are usually higher than the number of likes (fans). The key measure for both indicators is CTR which heavily depends on the Ad itself, targeting and other factors. There is no way to convert the data into real people since one post can be seen twice per person, whereas another may be seen five times per person. Ad campaigns focused on earning likes or app downloads can expect to pay $1.07 per like and $5.47 per download, on average. Nancy Hughson, Professional Longarm Machine Quilter On the flip side, as more and more businesses try to tap into Facebook to promote their own brand, it’s becoming a challenge to actually get seen by your target audience in their newsfeeds. But in general, they describe two concepts: Reach refers to the total number of people who have seen your ad or content. The competition for content reduces the shelf life significantly. And, both platforms also use these numbers to work out other key metrics like ad frequency and ERR. Impressions and clicks are mutually dependent both on Facebook and Google. Understanding Facebook Impressions. Impressions vs Reach Impressions and Reach (People Reached) are related but slightly different. "Impressions" is the number of times a post is viewed, anywhere on Facebook. Bad for you, but good for Facebook. Facebook Relevance. Paid: This is the number of unique people who saw your paid content, such as a Facebook Ad. Clicks and impressions are the essential currency of ads in most places, but Facebook throws a curveball into the mix with OCPM. It’s quick and simple to track these metrics in native insights. 1.2K likes. Let’s face it, Facebook is a powerful marketing medium, which continues to get stronger. 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