Definition
Frequency is the average number of times a person sees your ad in a period. High frequency can cause fatigue.
Formula
Frequency = impressions / reach
How to use it
- Watch frequency and CTR together; rising frequency with falling CTR can signal fatigue.
- Optimal frequency depends on offer, audience size, and creative variety.
Measured as
Frequency = impressions / reach
Operator takeaway
- Watch frequency and CTR together; rising frequency with falling CTR can signal fatigue.
- Optimal frequency depends on offer, audience size, and creative variety.
- Use Frequency only inside a stable attribution rule, conversion definition, and time window so campaign comparisons stay honest.
- If performance changes, check whether the metric moved for a real business reason or because the measurement setup changed underneath you.
Next decision
- Read Frequency and creative fatigue: diagnose performance decay and fix it if the decision depends on interpretation, policy, or trade-offs beyond the raw formula.
- Decide which report owns Frequency before comparing campaigns, channels, or creative tests.
Where to use this on MetricKit
Guides
- Frequency and creative fatigue: diagnose performance decay and fix it: Learn how frequency, reach, and impressions interact with CTR/CVR, when to cap frequency, and how to refresh creatives without tanking learning.
- Creative + landing page playbook: diagnose CTR/CVR, then set break-even targets: A practical playbook for improving paid ads performance: use CTR/CVR diagnosis, set break-even CTR/CVR/CPM targets from your economics, and fix the biggest lever first.