Impressions refer to the number of viewers that see your overlays in Engage, Capture and Amplify
If a viewer sees your overlay it will register as an impression. The viewer does not need to take any action on the impression, simply that they view it.
Your number of impressions to date is shown on your main Dashboard, and your Campaign view screen.
If your viewer returns to your overlay, they will be counted as another impression.
A 'Conversion' refers to a viewer sees your campaign and then takes action - Examples being
- Completing an opt-in form
- Clicking on a redirect button
- 'Liking' a Facebook page
Visitors who simply close the overlay, or exit the page without taking action are not counted as 'Conversions'