Find the optimal frequency cap to maximize performance and avoid fatigue
Ad frequency measures how many times, on average, each unique user sees your ad. Too low means missed opportunities; too high causes ad fatigue and wasted spend.
Formula: Frequency = Total Impressions ÷ Unique Reach
Brand Awareness: 3-5x per week maximum to avoid oversaturation.
Performance/UA: 2-3x per week is typically optimal; diminishing returns after 5x.
Retargeting: Higher frequency acceptable (5-8x) for warm audiences.