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Impressions are a very important metric which you will often encounter in media and social media reports. Unique impressions define the number of users that have seen your ads. It is not to be confused with impressions: the total number of times your ad was seen, and Frequency: the number of times each user saw your ad. Frequency defines the number of times a user saw your ad. For instance if your Ad has a frequency of 2, each user that saw your ad saw it twice. If you have a frequency of 1.5, it means that half of the people who saw your Ad, saw it twice.