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Impression
The display of an app or ad creative to a user, without necessarily generating a click.
What to understand
Impressions measure raw visibility inside a store or marketing campaign.
More impressions only matter if click-through or install rates remain healthy.
The term is often used alongside metrics such as tap-through rate, click-through rate, or install rate.
Related terms
Tap-Through Rate
A rate measuring the share of users who click or tap on an app after seeing it in search results or an ad.
Install Rate
A rate measuring the share of installs generated from a volume of impressions or visits, depending on the context.
Conversion Rate
The percentage of store listing visitors who complete the desired action, usually an install.
