What are impressions in OTTO advertising?
Last updated: 31 October 2026 · The MargenOptimierer app is in German. Button and menu names are shown exactly as you see them, with the English meaning in brackets.
Impressions count how often OTTO has shown your ad.
In the ad console they're in the Impressionen (impressions) column. The Ohne Impressionen (without impressions) quick filter shows you what OTTO never showed in the period.
Example: Impressions for the acacia chair
Say OTTO shows the ad for the acacia chair 10,000 times in the period for the keyword „gartenstuhl holz“. Then it has 10,000 impressions, even if there are only 200 clicks.
What else counts for impressions
Barely seen
If a targeting was active for the whole period and had fewer than 100 impressions, it appears in Optimierung (optimization) in the row „Kaum gesehen“ (barely seen). 100 impressions is the default. You change it under Einstellungen (settings) in the Vorgaben (defaults) tab, in the Kaum gesehen unter (barely seen below) field. You can raise the bid in this row.
Search terms count slightly fewer
For a campaign's search terms, OTTO reports a few impressions fewer almost every day than for the campaign itself. The complete figures for a campaign are in the Kampagnen (campaigns) tab.
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