Impressions

The total number of times your content or ad was displayed on a screen, regardless of whether anyone clicked or engaged with it.

Impressions measure your raw reach. High impressions with low engagement signal a weak hook or mismatched audience. It is the starting point of your marketing funnel.

Your Instagram post was shown to 12,000 accounts. That is 12,000 impressions. If 360 people liked it, your engagement rate is 3%.