⚡ Tier 2 - ImportantID: frequency
Frequency
Average times one person sees your ad
In Simple Words (Zero Jargon):
The average number of times the same individual person saw your ad.
Official Mathematical Equation
Total Impressions ÷ Total Reach
Why It Is Critical
Frequency measures how many times, on average, one person has seen your ad. It is the first place to look when CPM rises and CTR drops simultaneously - the classic signature of audience fatigue. A rising frequency means you are showing your ad to the same people repeatedly. Beyond a certain threshold, additional exposures generate diminishing returns.
Strategic Rules of Thumb & Execution Playbook
- Watch frequency closely on small retargeting audiences - they saturate fast.
- As a general guide, a frequency above 3-4 in a 7-day window on Meta is a signal to refresh creative or expand audience.
- High frequency is not always bad - for product launches or time-sensitive offers, a short burst of high frequency can be intentional.
'Rising CPM + falling CTR + rising frequency is not three separate problems. It is one problem: the same people have seen this ad too many times. The fix is new creative or a wider audience - not a bigger budget.'
What You Get: An early-warning signal for creative fatigue and audience saturation, before they manifest as rising CPA.