Glossary
Impressions
Impressions are the total number of times a post was displayed, counting repeat views by the same person.
What it does not tell you
Impressions are always equal to or higher than reach. A large gap between the two means people came back to the post more than once, which for a carousel or a saved recipe is a good sign and for a confusing caption is not. On its own the number tells you very little, which is why most decisions are better made from reach, saves and shares.
Now the harder question. What do yours say?
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