What is Frequency?
The average number of times each person sees your ad.
Definition
Frequency measures how many times, on average, a single user has been exposed to your ad. A frequency of 3.0 means the average person in your audience has seen the ad 3 times. Low frequency (1-2) is typical for prospecting campaigns, while retargeting may run at 3-5. When frequency exceeds 4-5 for cold audiences, ad fatigue sets in — CTR drops and CPA rises. Monitoring frequency helps you know when to refresh creative.
Example
A brand's prospecting campaign hits a frequency of 4.5 and CPA has increased 30% over two weeks. They reduce audience overlap, add new creative variations, and CPA returns to baseline.
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