Freq – Frequency

Definition

Frequency indicates how often an individual user sees an ad on average. It is calculated as impressions divided by reach. Too high frequency leads to ad fatigue – CTR drops and costs rise. The optimal value is 2-7 depending on campaign goal and channel.

Formula

Optimization Tips

Set frequency caps (e.g., max 3-5 per week). Rotate creatives regularly. Monitor the relationship between increasing frequency and declining CTR. Use sequential storytelling for higher frequencies.