Ad frequency is the average number of times each person saw your ad in a given period. It’s impressions ÷ reach, 30,000 impressions to 10,000 people is a frequency of 3.
How to calculate it
Frequency = impressions ÷ reach
What frequency is too high?
There’s no single number, it depends on audience size and objective. Rising frequency together with falling CTR and rising cost per result is the warning sign of creative fatigue. For retargeting, a weekly frequency of around 2 to 3 is a common target.
Spotnxt monitors retargeting frequency and fatigue per ad set, and flags them before they waste budget.
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