Impressions on Facebook refer to the number of times your content, such as an ad or post, was displayed on a screen. This means that if your ad was displayed on one users phone screen, then again when the same user browsed Facebook on their desktop, both of those instances would be counted as an impression. Impressions are not a measure of how many people click on your ad or post, nor does it measure what they do with it after it is displayed. Instead, impressions are used as a general insight into how many times Facebook, or whichever other social platforms you’re running ads on, shows your content on any device. It is important to note that impressions and reach are not measures of the same thing. Reach refers to the total number of individual, or unique, users who saw your ad or content.