The total number of times your brand appears in front of potential customers across all channels.
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Impressions measure how many times your content, ads, or outreach messages are displayed to potential customers. This includes paid ad impressions, organic social views, email sends, and outbound calls or messages.
Unlike reach, which counts unique people, impressions count every single view. One person seeing your ad three times equals three impressions.
Impressions sit at the very top of your growth funnel. Without impressions, nothing else happens. No clicks, no leads, no revenue. But impressions alone mean nothing. A million impressions with zero clicks is a waste of budget.
The goal is not to maximise impressions. The goal is to generate enough impressions from the right channels to feed your funnel with qualified traffic. More impressions from the wrong audience just inflates your cost per lead.
Track impressions by channel so you can see where your visibility comes from. This helps you understand your channel mix and identify where to invest more or pull back.
Impressions are the starting point of every growth system. Before someone can click, convert, or buy, they need to see you first. This metric tells you how visible your brand is across all your marketing and sales channels.
Most teams track impressions for paid ads but forget about the other channels. Your total impressions include organic social posts, email sends, cold outreach messages, and even phone calls. Each of these is a moment where someone could notice you.
Impressions determine the size of your funnel's entrance. If you want more leads, you either need more impressions or better conversion rates downstream. Usually, you need both.
Tracking impressions by channel shows you where your visibility comes from. You might discover that 80% of your impressions come from LinkedIn ads while organic search contributes almost nothing. That insight shapes where you invest.
Impressions also help you calculate efficiency. When you know your impressions and your clicks, you can calculate click rate. When click rate drops, you know your creative or targeting needs work.
Start by listing all your active channels. For each channel, find where impressions are reported:
Add these together for your total weekly impressions. Track this number over time in your growth dashboard.
Set a baseline, then work on increasing impressions by 10% through scaling your best-performing channels.
A B2B software company runs LinkedIn ads targeting marketing managers. Their campaign shows 50,000 impressions per week. They want to scale to 100,000 impressions without increasing cost per click, so they expand their audience to include adjacent job titles.
A consultancy sends 200 cold emails per week. Each email counts as one impression. To increase impressions, they add a second email in the sequence and hire an SDR to increase volume to 500 emails per week.
A founder posts three times per week on LinkedIn. Average impressions per post: 2,000. Total weekly impressions: 6,000. To increase this, they test posting five times per week and engage more in comments to boost algorithmic reach.
Build your channel strategy and optimise each channel, so you grow traffic strategically without burning budget.
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Demographics don't determine what message resonates. Belief stage does. Map what people need to believe at each stage and your campaigns will resonate instead of falling flat.
Spreading budget across every channel guarantees mediocrity. Focus on the channels where your buyers actually spend attention and scale what works before expanding.
Most teams waste ad spend testing randomly. A structured approach to creative testing compounds your learnings so every campaign performs better than the last.
The percentage of impressions that result in a click to your website or landing page.
Process email to empty daily by deciding whether to act, defer, delegate, or delete each message rather than leaving unread items as false to-do lists.
Create comprehensive hub pages on core topics that link to related subtopic content to establish topical authority and improve rankings across topic clusters.
Optimise individual pages for target keywords by improving titles, headings, content, and internal links to help search engines understand topic relevance.
Measure likes, comments, and shares to evaluate content resonance and algorithmic distribution on social platforms that reward interactions with reach.
Protect long uninterrupted blocks for deep work that requires concentration by clustering meetings and separating them from creative and analytical time.
Build cumulative site-wide ranking power through quality backlinks and strong content so new pages rank faster than competitors starting from scratch.
Measure what percentage of cold emails get responses to evaluate message quality and list targeting rather than sending more emails to poor prospects.
Reach prospects who don't know you by sending personalised outreach that offers value and starts conversations rather than pitching products immediately.
Identify search terms your customers use to create content that ranks organically and bid on paid terms that drive qualified traffic at profitable costs.
Calculate what you pay each time someone clicks your ad to evaluate channel efficiency and determine if paid traffic costs justify the leads generated.
Earn links from other websites to your content to signal authority to search engines and improve rankings for target keywords over time.
Evaluate email content and sending practices to identify elements that trigger spam filters before sending campaigns that might damage deliverability.
Master the economics of customer acquisition by tracking what you pay for each meaningful action across channels.
Create focused standalone pages for paid campaigns that remove distractions and guide visitors toward one specific action to improve conversion rates.
Capture high-intent prospects actively searching for solutions by bidding on relevant keywords and appearing in search engine results.
The total number of times your brand appears in front of potential customers across all channels.
Target prospects based on demographic, firmographic, and behavioural data, interrupting their social feeds with relevant offers and content.
Track emails that fail delivery to maintain sender reputation and avoid being marked as spam by continuing to email invalid addresses that hurt deliverability.
Gradually increase sending volume from new domains to build reputation with inbox providers and avoid being marked as spam when scaling outreach quickly.