Sure, but<p>- Twitter highlights impressions when it&#x27;s a particularly useless metric for their platform. Why not expose uniques?<p>- Why include a user&#x27;s own activity in their analytics data? Does anyone really want that?<p>- A tweet doesn&#x27;t even have to appear on the screen to acquire an &quot;impression&quot;. It could be far down the timeline and out of view, but as long as it&#x27;s included in a batch in an API response, the counter goes up.<p>- This number is exposed to everyone, not just ad industry insiders, and is subtitled &quot;number of times people saw this tweet&quot; - but that&#x27;s not what&#x27;s counted.<p>The implementation may be technically correct, but it is, I think, misleadingly biased toward higher numbers. I can post a tweet and it can get 10 impressions in less than a minute, just from my clicking around. If I expand the tweet and click &quot;reply&quot; to attach another 140 characters, that&#x27;s two &quot;engagements&quot;. If I click a link to make sure it works, that&#x27;s three. Honest values for those numbers would probably be zero.