'Impressions' in digital marketing and web analytics refer to the number of times an advertisement or a webpage is displayed or viewed. This metric is used to gauge the visibility and reach of an ad or content within a specific audience.

Impressions are a key indicator in measuring the exposure of marketing campaigns. While they do not indicate user engagement or click-through, they provide insight into the potential audience size and how often an ad is served to users.

Understanding impressions is crucial for planning and budgeting in advertising and marketing strategies. It allows marketers to estimate the scale of exposure and optimize their campaigns for maximum visibility and impact.