Potential Impressions vs. Actual Impressions: Which Should You Measure?

by Kevin Shively
Since Twitter updated its activity dashboard to include actual impression data, I’ve heard one question from a lot of social media marketers: “Should my team focus on potential impressions or actual impressions?” It’s a good question, albeit a tricky one. And, as is the case with most analysis, there’s no universal answer. If there were, we’d just call it math (and I’d be out of a job).Read the full article