Frequency
Frequency
The average number of times a single person has seen your ad.
Formula
Frequency = impressions ÷ people reached
How to read it
- In a limited market — one city or a narrow audience — it climbs fast, and that is normal rather than a setup fault.
- Frequency rising while CTR falls means the ad is fatigued; the answer is refreshing creative and offer, not raising the budget.
- Some businesses need a higher frequency by nature, such as services people put off deciding on.
The common mistake
Raising the budget when results dip in a small market. A bigger budget on the same audience means higher frequency and faster fatigue, so you pay more to see less.