Paid Social

Frequency

Frequency is the average number of times each person in your audience saw your ad, calculated as impressions divided by reach.

Some repetition aids recall, but too much causes fatigue and wasted spend. For example, a frequency climbing past comfortable levels for the same viewers often signals it is time to refresh creative or widen the audience. Monitoring it keeps campaigns from annoying their audience.

Frequency is a curve, not a number: too little and the message never lands, too much and cost per result climbs while sentiment falls. The workable practice is watching frequency against results decay weekly, when cost per outcome starts rising as frequency climbs, the audience is saturating, and the fixes are ordered: refresh creative first, widen or rotate audiences second, cap frequency directly only where the platform allows it cleanly. Small audiences saturate fast, which is why remarketing pools need caps most, the people most worth reaching are the easiest to exhaust.