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The page impressions (PI - Page Impressions in English) is a definition used in the Web Analytics. This term refers to the display of an HTML document through a browser. Thus, the PI It is also known many times as "Display / search" (visualization in the SERPs but without having access to said result: if the user accesses then it is no longer an impression, but a visit). When they register impressions they are not assigned to specific users. A user can visit various websites and create various impressions of web.

Since through the impressions You can get a lot of information about the behavior of a user and the values obtained are quantitative, indicators such as the number of unique visits they turn out to be a good basis for the qualitative analysis of the traffic of a web portal. The impressions play an important role in the price of commercial promotion through the model CPM.

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General information

When a browser enters a web portal, it downloads the HTML document from the server. At that time, the visit is recorded as Print in the File logfile from the server. Finally, the impressions they are caused automatically when visiting a web portal. Hence, impressions they encompass not only the visits of users, but also that of trackers. For this reason, the source of the visit should always be reviewed.

Relevance in Marketing

The impressions They play an important role in the analysis and organization of advertising campaigns. In this circumstance the model of the CPM, Cost Per Thousand, as a method to determine the price. Advertiser pays based on traffic, every thousand impressions.

In this circumstance we talk about the advertising impressions, "Ad impressions". Users use the terms indifferently "Ad impressions" and "Page impressions" despite the fact that impressions advertising come from specific campaigns and impressions of web are visits in general. Technically it is feasible to have more ad impressions than web impressions.

During an advertising campaign, as a banner, advertisers can select the quality and type of ad network to use but the CPM it is usually maintained as a quantitative basis in connection with the objective to be achieved. In order to align the advertising campaign with the desired conversion, the impressions but the targeting or the retargeting. Apart from this, some campaigns are based on the CPA, Cost per Acquisition - Cost per purchase, as performance bases.

Impressions in the Google AdWords search engine

Anyone who wants to carry out their advertising campaign through Google AdWords or Bing Ads can adopt the model for their strategy CPM. For traditional click-based ads, the impressions play only a minor role in calculating the CTR since the rate of visits through the ad is counted by the clicks made exclusively on the ad. The same thing happens for him PLA (Product Listing Ads). If the ad for a specific keyword appears 100 times and only receives one visit, the CTR of that announcement will be 1%.

Impressions and SEO

In SEO the impressions They provide information about the visits that the web portal receives. Using this information and the data related to the bounce rate or duration of the visit, it is possible to review whether or not the content of the web portal is attractive to users. A requirement for consistent analysis is that automated visits and bots are excluded from the analysis.

If the number of impressions of a web portal increases disproportionately, it can be concluded that they come from automatic visits and thus can be prevented with measures such as, for example, the use of robots.txt .