Frequency

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.