Page impressions is an evaluation criterion for online advertising. It measures the number of visual contacts of visitors to an HTML page, i.e. the use of individual pages of an offer. These and other figures are recorded in the call-up statistics. Each visitor who calls up the page and looks at it once generates a page call. If another page of the same website is called up, this triggers another page impression. A distinction is made between visitors and unique visitors, the latter being of particular interest to online marketers.
The page impression does not say anything about whether an online advertisement has been seen; the ad impression, i.e. the number of users who have seen the placed advertisement, stands for this. This is only identical with the page impression if a corresponding advertising banner is switched on with every page view. However, since the activation of banners can be limited on a user-specific basis by the so-called frequency cap, a clear distinction must be made between page impressions and ad impressions.