Ad Frequency
Average number of times each person sees your ad.
Definition
Frequency measures how many times the average person in your audience has seen your ad. High frequency leads to ad fatigue, declining performance, and wasted spend. Managing frequency is crucial for maintaining campaign efficiency over time.
Frequency = Impressions / Reach
Industry Benchmarks
Prospecting: keep below 2-3. Remarketing: can go higher (5-7) but watch performance.
Prospecting: keep below 2-3. Remarketing: can go higher (5-7) but watch performance.
Practical Tips
- Set frequency caps on awareness campaigns
- Refresh creative when frequency exceeds 3
- Higher frequency acceptable for remarketing
- Watch for declining CTR as frequency increases
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