Reach refers to the number of people that have seen your ad, however, impressions refer to the number of times your ad has been displayed (no matter whether it was clicked on or not).
For example, the same person may see the same ad appear on their profile or newsfeed multiple times and each one of these is counted as an extra impression.
Insights and analytics are available on most social media platforms if you have a business account and can usually be accessed via your profile.
Essentially, an impression means that content was delivered to someone’s feed but it doesn’t track whether they engage with it or not. That is why impressions are important, as they can help you to generate other marketing metrics such as CTR (click-through rate) which measures the number of clicks you receive on an ad or campaign. Impressions can also give you an indication as to whether your ad/ campaign has been set up and is running effectively. Low impression numbers may mean that your ad needs tweaking.
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