Frequency Saturation

Measured as

Saturation signal = rising frequency + flat or declining conversion rate

Misused when

• Using one global cap across very different audience sizes.
• Ignoring post-click conversion rate when judging saturation.

Operator takeaway

• Monitor frequency by segment; retargeting saturates faster than prospecting.
• Use frequency caps or creative rotation to avoid waste.
• Use Frequency Saturation 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 Saturation before comparing campaigns, channels, or creative tests.