Ad Frequency refers to the average number of times a single user is exposed to a specific ad over a given period. It helps advertisers understand how often their audience is seeing their message.
Divide the total number of ad impressions by the total number of unique users (or reach). This tells you how many times, on average, each person saw your ad.
Ad Frequency = Total Impressions ÷ Total Reach
Ad Frequency = Total Impressions ÷ Total Reach
If your campaign delivered 30,000 impressions to 10,000 unique users, your Ad Frequency would be 3. This means each person saw your ad an average of three times.
A good Ad Frequency typically ranges from 1 to 3 per week. This level often delivers message recall without causing ad fatigue – though it depends on your audience and campaign type.
An excessively high Ad Frequency – like 7+ exposures – can lead to ad fatigue, lower click-through rates, and wasted budget. It’s often a sign your audience pool is too small or the creative is stale
Limit how many times an individual sees your ad to avoid overexposure and keep engagement high.
Swap in new visuals, messages, or formats regularly to keep repeated impressions fresh and effective.
If frequency is too high, broaden your targeting to reach new users and reduce repetitive exposure.
