PALM BEACH GARDENS, Fla. — Chances are at some point meeting CPM or CPP was a criteria to win business. Both metrics deal with impression levels. No, we will not waste valuable time debating each metric. The digital, social media world is pushing the impressions metric to new heights. If you haven’t already, check out how Twitter works impressions into potential reach. Let’s look at how impressions as a sales tool can amplify a radio ad campaign. For starters, learn from how calories work. Numbers are numbers. Therefore does 100 calories mean 100 calories no matter what the food source? Fact: Your body works differently with 100 calories of processed foods vs. 100 calories from a more natural food source. That large apple goes through a different path than the “low calorie” processed snack you may eat. One winds up around your waist a lot faster than the other. Conclusion: Not all calories are equal.