What does the term "impressions" mean in LinkedIn advertising?

The term "impressions" in LinkedIn advertising refers to the number of times an ad is displayed to users, regardless of whether they interact with it. This metric is crucial because it helps marketers understand how many times their ads are being served to potential audiences. Impressions measure the visibility of an ad—each time it appears on a user's screen counts as one impression, which is essential for assessing the reach of an advertising campaign.

In contrast, other options do not accurately reflect what impressions signify in the context of LinkedIn advertising. For instance, liking an ad pertains to user engagement rather than mere visibility, and engagement metrics would be captured through different KPIs. Similarly, total engagement and unique viewers focus on how many users are actively interacting with the content or how many distinct individuals viewed the ad, but these metrics fall outside the scope of what impressions quantify. Understanding impressions is fundamental for evaluating the effectiveness of an ad campaign, as it lays the groundwork for analyzing further metrics like click-through rates or conversions.