Frequency
Frequency is the average number of times each unique person saw your ad in a given period. It's the ratio of impressions to reach.
Formula
Frequency = Impressions ÷ ReachExample
30,000 impressions to a reach of 10,000 → frequency = 3.0 (each person saw it ~3 times).
Why it matters
Some frequency aids recall, but too much causes ad fatigue — falling CTR and rising cost as people tune out or get annoyed. Frequency capping keeps it in a healthy range.
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FAQ
What is a good ad frequency?
For awareness, roughly 1–3 over a short window is common; sustained frequencies above ~4–5 often trigger fatigue on social. Watch for CTR decline as the signal.
What is frequency capping?
A setting that limits how many times one person sees your ad in a period, protecting against wasted spend and ad fatigue.