Ad Frequency
strategyAd Frequency
Definition
The average number of times each person in your audience has seen your ad. Key indicator of potential creative fatigue.
How to Calculate Ad Frequency
Impressions ÷ Reach
Example
Scenario: 100,000 impressions delivered to 25,000 unique people
Calculation: 100,000 ÷ 25,000 = 4.0 frequency
What's a Good Ad Frequency?
1.5-3.5 for prospecting, 3.0-8.0 for retargeting campaigns
Common Mistakes
- Letting frequency get too high without creative refresh
- Not monitoring frequency across different audience segments
💡 Expert Tip
Monitor frequency daily. When prospecting frequency hits 3.0+, expand audience or refresh creative to maintain performance.
— Based on $100M+ in managed ad spend
Related Terms
By Kristijan Arapov • Based on $100M+ in managed ad spend • Updated 2026