Post Impression typically refers to a type of tracking where by conversions are tracked to a view or impression and not a click through. AKA Post View (PV) or View Through Tracking (VTT).
Suggestion to rephrase this to:
The way post-impression tracking works is fairly simple:
- A cookie is dropped on every user that views an ad (which means almost every visitor)
- Even if the user does not click on an ad, the cookie remains with their browser
- If the user visits the advertiser’s website or somehow completes the defined “action” for the advertiser, attribution is given to the appropriate campaign
For this type of attribution tracking, you need to understand that a “look-back window” is defined, usually in days, to set a limit on how long, after viewing an ad, attribution should be counted for any impression.