Ad Frequency Calculator
Calculate how many times your audience sees your ads
Total number of times your ad was shown
Number of unique people who saw your ad
Optional: Calculate CPM and cost metrics
Understanding Ad Frequency
Ad frequency measures how many times, on average, a unique user sees your ad during a campaign. It's calculated by dividing total impressions by unique reach. Finding the optimal frequency is crucial for maximizing campaign effectiveness while minimizing ad fatigue and wasted spend.
Formula: Ad Frequency = Total Impressions ÷ Unique Reach
Best Practices
• Optimal range: 2-7 exposures for most campaigns
• Brand awareness: Higher frequency (3-5) helps build recognition
• Direct response: Lower frequency (2-3) with strong CTAs works well
• Creative fatigue: Rotate ad creative when frequency exceeds 5
• Frequency capping: Set limits to prevent overexposure
• Audience expansion: If frequency is too high, broaden targeting
When to Adjust
• Low CTR + High Frequency: Your audience is seeing your ad too much
• High CPM + High Frequency: Expand your audience to reduce costs
• Low Frequency + Good Results: Consider increasing budget to scale
• Rising Frequency: Refresh creative or add new audience segments