Definition
Frequency is the average number of times each person has seen your ad. It is impressions divided by reach.
Frequency explained
Higher frequency is normal in retargeting but can signal fatigue in prospecting. Watch frequency together with CTR and cost per result.
Formula
Frequency = impressions ÷ reach
Example
60,000 impressions to 20,000 people is a frequency of 3.
See it in real ads
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