Frequency is the average number of times a single person is exposed to your ad over a given campaign period — the companion metric to reach, which counts how many unique people saw it.
Reach is how many unique people saw your ad; frequency is how many times each of them saw it on average. Together they describe your exposure: total impressions ≈ reach × frequency. Frequency is how you tell the difference between reaching many people once and the same few people repeatedly.
Some repetition aids recall and brand awareness — one exposure rarely lands. But too much creates ad fatigue: people tune out or get annoyed, CTR drops and cost rises for diminishing returns. There’s a sweet spot, and it varies by campaign goal and creative.
Use frequency caps to limit how often one person sees an ad, refresh creative before fatigue sets in, and watch for rising frequency with falling engagement as a signal to expand your audience or change the ad. In retargeting especially, uncapped frequency wastes budget and irritates prospects.
Frequency is the average number of times a single person sees your ad over a campaign period. It pairs with reach (how many unique people saw it): total impressions roughly equal reach times frequency.
It depends on goal and creative — some repetition aids recall, but too much causes ad fatigue, where engagement drops and cost rises. Watch for rising frequency with falling CTR as the signal you've gone too far, and use frequency caps.
Set frequency caps to limit how often one person sees an ad, refresh creative before fatigue sets in, and expand your audience when frequency climbs while engagement falls. It matters most in retargeting, where uncapped frequency wastes budget.
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