What is a media “impression” and “impression rate”?

An Impression is the number of times a visitor viewed a page that included video or audio content. It does not mean the media was actually played by the visitor. As soon as the visitor starts the video or audio, a Play Event is tracked in Matomo.

The ratio of how many users play your media content compared to how many users have loaded a page with the media content, is represented as the Play Rate.

For example, if 100 visitors were on a page that included a particular video, and 30 of them actually started it, the Play Rate is 30%.