The key measure for both indicators is CTR which heavily depends on the Ad itself, targeting and other factors. It’s quick and simple to track these metrics in native insights. 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 Understanding Facebook Impressions. Facebook advertising costs, on average, $0.97 per click and $7.19 per 1000 impressions. Impressions vs Reach Impressions and Reach (People Reached) are related but slightly different. 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. Clicks and impressions are the essential currency of ads in most places, but Facebook throws a curveball into the mix with OCPM. While Facebook advertising is a good way to engage consumers, its effectiveness has gone down due to aggressive advertising. If you get charged by impressions, Facebook makes money regardless of whether someone clicks a link in your ad. Impressions and clicks are mutually dependent both on Facebook and Google. Facebook Reach vs. Impressions. 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. 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. And, both platforms also use these numbers to work out other key metrics like ad frequency and ERR. If 100 total people have seen your ad, that means your ad’s reach is 100. The competition for content reduces the shelf life significantly. As a result, your impressions are usually higher than the number of likes (fans). On Facebook, reach falls into three different categories: Organic: This represents the number of unique people who saw your content—for free—in the News Feed. OCPM is Optimized Cost per Mille, which is identical to CPM – paying for impressions, remember – only it takes advantage of Facebook being, well, Facebook. Paid: This is the number of unique people who saw your paid content, such as a Facebook Ad. But in general, they describe two concepts: Reach refers to the total number of people who have seen your ad or content. But, so does a … Facebook Relevance. While Facebook wants to serve relevant high-performing ads, if it’s making money from your ad, that ad will keep getting impressions. Facebook defines impressions as "the total number of times the ad referenced has been shown on the site." If your ad doesn’t generate many clicks, you still pay. Reach and impressions are monitored by Facebook Insights and Instagram Insights. 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