What is ad frequency?
Frequency is the average number of times each person saw your ad. It shows whether you are reaching new people or repeating the same message to the same audience.
Frequency formula
Frequency = impressions ÷ reach
Example: 30,000 impressions across 10,000 people = 3.
Frequency in Facebook ads
Meta Ads Manager shows frequency as a column. When frequency rises while CTR falls and costs climb, people are likely tired of the ad. Refresh the creative, widen the audience, or use a reach objective with a frequency cap.
What frequency should you aim for?
There is no single right number. Retargeting audiences can handle a higher frequency than cold audiences. Watch the trend alongside your CTR: frequency is too high when results start dropping.
How is ad frequency calculated?
Frequency = impressions ÷ reach
Example: an ad gets 90,000 impressions and reaches 30,000 people. Frequency = 90,000 ÷ 30,000 = 3, so each person saw the ad three times on average. Some saw it once and others many more times, so treat it as an average, not a rule.
Advertising frequency and ad fatigue
When frequency climbs, the same people keep seeing the same ad. A rising frequency together with a falling click-through rate or a rising cost per acquisition is a common sign of ad fatigue. Refresh the creative, widen the audience or cap frequency in your ad settings.
How to use this calculator
Enter impressions, reach and days the ad ran. The result updates as you type, so you do not need to press Calculate after each change. Use Copy result to paste the figure into a report, or Share link to send the calculator with your numbers already filled in.
Related calculators
You may also want the CTR Calculator (Click-Through Rate), Email CTR and Click-to-Open Rate Calculator, CPM Calculator. Browse everything in ad cost metrics calculators.
Frequently asked questions
Can frequency be below 1?
No. Everyone reached saw the ad at least once.
Where do I find reach?
In Ads Manager, add the Reach and Impressions columns.
What is a good ad frequency?
For prospecting campaigns many advertisers aim for roughly 1–3 a week. Retargeting to warm audiences can go higher. Watch performance rather than a fixed number.
Results are estimates based on the numbers you enter and are not financial advice.