Learn optimal ad frequency (2-5x). Set caps to avoid fatigue. See warning signs of overexposure.
By The Ad Spend
The average number of times each unique person sees your ad during a campaign. Calculated by dividing impressions by reach.
Formula
Impressions ÷ Reach
Benchmark range
Optimal: 2-5x for most campaigns. Above 5-7x risks ad fatigue. Below 2x may not drive recall.
Why it matters
Too low = message doesn't stick. Too high = ad fatigue and wasted spend. Watch for rising CPA alongside rising frequency—that's the fatigue signal. Set frequency caps to prevent overexposure, especially on retargeting.
