The number of times your ads were on screen.An An impression is counted when an ad is displayed (with or without a click). For display ca is counted as the number of times an instance of an Used to structure your ads, keywords (for search campaigns) and targeting (for GROUP) is on screen for the first time. (Example: If people see an ad 2 different times in a day, that counts as 2 impressions. If someone sees an ad, scrolls down, and then scrolls back up to the same ad, that counts as 1 impression.) Impressions are counted the same way for ads that contain either images or videos. In a few cases when it can’t be determined whether ads are on screen, such as on feature mobile phones, impressions are counted when ads are delivered to devices. Impressions aren’t counted if they come from invalid traffic we detect such as from non-human sources (such as a bot), or occur as a result of Facebook delivering more impressions than the advertiser budgeted for.