An impression in lead generation refers to when a person views an advertisement or marketing campaign, typically on a website or social media platform. This can also refer to the number of times a potential customer views the advertisement. In digital advertising, tracking impressions helps companies monitor the effectiveness of their campaigns and adjust strategy as needed. It is important to note that an impression does not necessarily mean that the viewer took any action or even paid attention to the ad; it simply means that it was displayed on their screen. Measuring impressions, along with other metrics such as click-through rate and conversion rate, can provide valuable insights for businesses looking to optimize their lead generation efforts.