It's A Metric!: First Time Impression Ratio

Today’s metric is one I just learned about: First Time Impression Ratio (FTIR)

According to Meta, FTIR is:

> The percentage of your daily impressions that comes from people seeing your ad set for the first time.

FTIR = Reach / Impressions

The lower your FTIR, the higher your frequency.

This matters because you can’t survive on “moment of conversion” traffic alone. Such a small sliver of any platform’s user base is in-market for your given offer at any one moment that you should run campaigns to gain brand awareness (this is why you need both brand and performance marketing (and yes, smaller budgets can put these considerations on hold)).

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