Paid Ads
What is Frequency?
Ad Frequency
DEFINITION
Frequency is the average number of times the same person saw your ad over a time period.
FORMULA
Frequency = Impressions ÷ ReachINDUSTRY BENCHMARKS
Cold prospecting: 1-3 ideal · Retargeting: 5-15 · Above 4 on cold = saturation
Why Frequency matters
Watch frequency by ad set. When a cold prospecting ad set hits 3+, CPA usually doubles. Kill or refresh at that point.
Common questions about Frequency
What is Frequency?▾
Frequency is the average number of times the same person saw your ad over a time period.
How is Frequency calculated?▾
Frequency = Impressions ÷ Reach
What is a good Frequency?▾
Cold prospecting: 1-3 ideal · Retargeting: 5-15 · Above 4 on cold = saturation
Related terms
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