'Consumed' is the new measure of article completion - meaning that the user / reader / consumer has actually fully been observed to traverse / read the full length on an article.

'Impression' (or View) is just a URL Hit / Glance.

                                                                        

For page Impressions (Views) vs Consumed we use the following rules:

• When a page loads, we record 1 impression

• If the page has loaded for more than 15 secs or the user scrolls the page: we record 1 consumed

• If the entire page has loaded (with no scrolling) for more than 15 secs: we record 1 consumed

• When a user loads a page and switches to another tab before 15 seconds: we record 1 impression

If a user:

• loads a page
• switches tab
• then returns to the original tab and scrolls / views for 15 secs or more

- we start the count again.

In this case, there will be a total of 2 impressions and 1 consumed.

____________________________________________________________________

For Media Items, Impressions (Views) VS Consumed is as follows: