Frequency is the average number of times the same person sees your ad. The 1.5–2.5 band is considered healthy. As frequency climbs, click-through rate falls, cost per thousand impressions rises and the ad "fatigues" — at that point the answer is new creative, not more budget.
High frequency is normal in retargeting campaigns, but past 5–6 you start risking brand wear-out and negative comments. On cold audiences, frequency above 3 usually means the audience is exhausted and needs widening.
Frequency = Impressions ÷ Reach
400,000 impressions and 160,000 reach → frequency 2.5. Right at the limit; time for new creative.
High frequency is normal in retargeting campaigns, but past 5–6 you start risking brand wear-out and negative comments. On cold audiences, frequency above 3 usually means the audience is exhausted and needs widening.
Knowing the term is not enough; you need to know which lever to pull. In a free 30-minute call we look at your store's actual numbers.
Get a free analysis