Frequency measures how many times, on average, each person saw a piece of paid content or campaign.
Frequency is calculated by dividing impressions by reach.
High frequency can help with recall, but too much repetition may cause ad fatigue or declining performance.
Frequency should be monitored during paid campaigns because repeated exposure can improve recall up to a point, then create fatigue or wasted spend.
Impressions divided by reach. A frequency of 3 means the average person in your audience saw the ad three times.
For most campaigns, roughly 1 to 2 exposures per week keeps recall building without fatigue. When performance drops as frequency climbs, the audience is saturated and needs fresh creative or targeting.
The decline in performance when people see the same ad too many times. Click through rates fall, CPMs often rise, and the fix is usually new creative or an expanded audience.