Frequency is the average number of times one person sees your ad or content during a set period. The formula is impressions divided by reach. If 10,000 impressions reached 4,000 people, frequency is 2.5.
Some repetition helps people remember your message, especially for awareness. Too much causes ad fatigue: people tune out, click less and may hide or report the ad, which pushes costs up.
Watch frequency alongside click-through rate. When frequency climbs and CTR drops, it is time to refresh creative, widen the audience or set a frequency cap. In organic terms, frequency can also mean how often you post.
Questions about Frequency
How do you calculate ad frequency?
Divide total impressions by reach. For example, 30,000 impressions across 12,000 unique people gives a frequency of 2.5, meaning each person saw the ad two and a half times on average during that period.
What is a good ad frequency?
It depends on the goal and campaign length. Awareness campaigns can tolerate more repetition, while conversion campaigns aimed at cold audiences often fatigue sooner. Watch for falling click-through rates and rising costs as signs frequency is too high.
What is ad fatigue?
Ad fatigue happens when people see the same ad so often that they stop paying attention or get annoyed. Signs include rising frequency, dropping click-through rate and climbing costs. Fresh creative or a broader audience usually helps.
