So what you're really saying is that your click percentage is double what it was before...
I would only take the impression count with a grain of salt. Also, take a look at all your analytics sources and look at ratios rather than just the raw #s; you will be able to get some more actionable data from ratio analysis. Also, personally, and again this is a preference and some may like it or hate it, but I like statcounter.com for some analytics. I have also used Kissmetrics which depending on what your business model is, can also be good (also shout out to CrazyEgg). Worry much more about how many unique visitors are going to the site and your conversion rate (for whatever product it is).
If you focus on efficiency, you won't have to put as much input (unique visitors) in the top of the funnel. Of course, this is easy for me to say because I have no practical advice on how to make your machine more efficient, but just that it is a good thing to focus on.