An impression refers to each time a banner is displayed on your website, regardless of whether it is clicked or not. Impressions are tabulated on a monthly basis, with each impression being distinct and tied to a specific banner. For example, let's consider a scenario: when a user visits your website and is exposed to a single banner, this instance is registered as one impression. It's important to note that subsequent visits by the same user within the same month do not contribute to the overall monthly impression count. Now, in another instance, if a different user navigates to your site and encounters two distinct banners, this situation is recorded as two separate impressions. Similarly, any repeat visits by the same user within the given month do not count towards the monthly tally of impressions.