What is Frequency?
The average number of times each unique user has seen your ad over a defined period.
Frequency = Total Impressions ÷ Unique ReachThe detailed definition
Frequency measures how repetitively your audience is exposed to your creative. Low frequency (1–2) means broad reach with each user seeing the ad once or twice. Moderate frequency (3–5) is the typical sweet spot for paid social — repeated exposure builds recall without inducing fatigue. High frequency (6+) on a fixed audience is a fatigue signal — diminishing returns set in as users start glazing past. The frequency-fatigue threshold varies by audience size (smaller audiences saturate faster), creative quality (great creatives tolerate higher frequency), and campaign type (retargeting tolerates higher frequency than prospecting). Watch frequency growth rate (week-over-week) as much as the absolute number — rapid growth on a fixed audience predicts fatigue.
Related terms
Frequently asked about Frequency
›What's a good frequency for paid social?
3–5 for prospecting campaigns on a stable audience. Higher (5–8) is acceptable for retargeting because the audience is warmer and tolerates more exposure. Above those thresholds on a fixed audience, expect fatigue within 7–14 days.
›What does high frequency mean?
Either you're hitting a saturation point (the same users are seeing your ad many times because your audience is too narrow) or your reach is plateauing (the algorithm has found everyone responsive and is recycling). The fix depends: broaden audience for the first case; refresh creative or expand to new audiences for the second.
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