Ad Frequency Calculator
Calculate average ad frequency.
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Calculate ad frequency
Ad frequency shows how often the average reached person saw an ad. Enter impressions and reach to calculate average frequency. It is useful for paid social, display, video ads, retargeting and audience saturation checks.
Impressions divided by reach
High frequency can help with recall, but it can also signal fatigue when performance drops.
Frequently asked questions
What is ad frequency?
Frequency equals impressions divided by reach.
Can frequency be less than one?
With consistent reporting it should usually be one or higher when impressions and reach are from the same campaign.
Is high frequency bad?
Not always. Compare it with CTR, conversion rate and creative fatigue.