First-Time Impression Ratio
First-Time Impression Ratio measures the proportion of ad impressions that represent the first time a unique user has been exposed to an ad. This metric helps evaluate audience reach efficiency and frequency management by distinguishing between new audience exposure and repeat impressions.
Definition
First-Time Impression Ratio measures the proportion of ad impressions that represent the first time a unique user has been exposed to an ad. This metric helps evaluate audience reach efficiency and frequency management by distinguishing between new audience exposure and repeat impressions.
Examples
80% first-time impression ratio indicating efficient reach to new audiences
Declining ratio from 70% to 40% suggesting audience saturation
90% ratio early in campaign shifting to 30% in later stages
Calculation
How to Calculate
Divide the number of first-time impressions by total impressions and multiply by 100 to get the percentage. This shows what portion of your impressions are reaching new audience members.
Formula
(First-Time Impressions / Total Impressions) × 100Unit of Measurement
%
Operation Type
divide
Formula Variables
Comparison
Related Metrics
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Pay-Per-Click (PPC)
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Thumbstop Rate
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Thumbstop Click Rate
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Churn Rate (CR)
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Customer Retention Rate (CRR)
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Moving Average
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Statistical Significance
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