What are Product & Placement Impressions?
Impressions help you understand how often your ads are being delivered. There are two types of impressions tracked in campaigns:
Placement Impressions (used in Onsite Display campaigns)
Product Impressions (used in Onsite Sponsored campaigns)
Both impression types are included in the Impressions column of reports for accounts that run both Onsite Display and Auction campaigns.
Why it matters?
Interpret campaign reports accurately when using multiple campaign types.
Evaluate ad performance based on how impressions are counted per format
Who is it for?
Advertisers running Onsite Display or Sponsored Products campaigns.
When to use it?
Use Product Impressions when you are running Sponsored Product campaigns
These ads always promote a single product per ad unit.
You want to measure how often each individual product is being shown.
Useful for tracking SKU-level performance, optimizing bids, and understanding visibility per product.
Use Placement Impressions when you are running Onsite Display campaigns
These creatives may contain multiple products or even no specific products.
You want to measure how often the ad unit itself was loaded on a page.
Useful for brand awareness, creative testing, or evaluating the performance of broader promotional ads.
Where to find it?
To find product or placement impressions:
On the campaign dashboard, click the name of the desired campaign
On the line item dashboard, find the metric Impressions against your desired line item
What are the types of impressions?
Placement Impressions
For Onsite Display campaigns, a placement impression is counted for one ad, regardless of how many products it includes. Depending on the creative type, an ad could include many products per one ad, one product, or even no products.
Product Impressions
For Sponsored Products campaigns, a product impression is counted for one sponsored product ad. A sponsored product ad always features one product, with one brand, in one category.
Impressions in Reports
In reports that contain impressions, all types of impressions are included. So, if an account contains Onsite Display Campaigns and Sponsored Products campaigns, both placement impressions from Onsite Display campaigns and product impressions from Sponsored Products campaigns are included in the total number of impressions.