Impressions and views

Impressions count displays of content or an ad. Views count displays or video starts according to the platform and reporting metric.

Exposure is not unique audience

Impressions and views count events. Reach describes distinct accounts or people within a report’s scope. Repeated exposure can increase the total without adding new viewers.

A campaign with 18,000 impressions and a reach of 6000 accounts has an average frequency of 3. This does not mean every account saw the ad exactly three times. Use figures from the same campaign and dates.

Instagram Views

Instagram uses Views for content played or displayed, including repeated exposure. It replaced legacy impressions and play metrics in content insights. Keep the original labels when comparing older exports rather than assuming identical measurement.

A view does not confirm a completed watch. Also distinguish Instagram-native metrics from aggregated totals that may include boosted content or Facebook. Ask where the reported figure came from.

TikTok video metrics

In TikTok Ads Manager, Video views counts starts per ad impression and excludes replays within the same impression session. Two-second views, six-second views and completed views are separate measures.

These are advertising definitions. Do not apply them automatically to a public organic counter. Keep the delivery type, exact metric and date range visible in your campaign report.

Use AI creator search to review candidates for your brief, then request relevant private analytics from shortlisted creators. Pair exposure with engagement rate and the campaign objective.