Frequency is the average number of times each person has seen your ad.

Why It Matters

Too low frequency means your message is not landing. Too high frequency leads to ad fatigue, negative reactions, and wasted spend.

Optimal Frequency Ranges

View Optimal Ranges by Campaign Type

Prospecting (cold): 1.5 - 3
Retargeting (warm): 3 - 7
Time-sensitive promo: Up to 10

High Frequency Warning Signs

  • Declining click-through rates
  • Increasing negative feedback
  • Rising CPMs and CPAs
  • Comments like "I keep seeing this ad"

Managing Frequency

  • Expand audience size
  • Rotate creative more frequently
  • Use frequency caps where available
  • Exclude recent converters