What is Frequency?

Frequency, also known as Ad Frequency, is the average amount of times each user sees the same ad. It is a term used throughout the advertising and marketing industry.

Why is Frequency important?

Each campaign should monitor their frequency and performance.

If the frequency is too low, performance may be low because users are unfamiliar with the advertised product.

If frequency is high, the user may see the ad too often and start ignoring those ads. This is called ad fatigue.

The advertiser should monitor what frequency drives the best performance for their campaign, and stay as close as possible to this desired number.

How is frequency calculated?

To calculate frequency, you will need the impressions and reach.

Frequency = Impressions ÷ Reach