Frequency

What it is

Frequency is impressions divided by reach. Some repetition helps a message land; too much makes people ignore it or grow tired of it.

Why it matters

Rising frequency with falling results is a common sign of creative fatigue or an audience that is too small.

How it is measured

Divide impressions by reach. Social platforms allow frequency caps on some campaign types.

A common mistake

Reading an average frequency as the experience of the whole audience. A few people may see the ad many times while most see it once.