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Ad frequency

Ad frequency is the average number of times one person saw your ad: impressions divided by reach.

Stock photos and example labels, not customers.

Definition

Ad frequency is the average number of times one person saw your ad: impressions divided by reach.

FormulaFrequency = impressions / reach

Example with made-up numbers: 100,000 impressions delivered to 40,000 people gives a frequency of 2.5.

How to use it

It is an average, so some people see the ad far more often than the number suggests. Read it together with results over time rather than against a fixed limit.

Related terms

Creative fatigue Hook rate

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How to review a creative test by creative ID

A creative test is only readable if every copy of the same asset can be added up. A creative ID makes that possible.

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