How Frequency Works
Meta calculates frequency as impressions divided by reach. Because it is an average, some people may see the ad many more times than others.
A Simple Example
A campaign with 300,000 impressions and 100,000 people reached has an average frequency of 3.
Why Frequency Matters
Frequency helps assess repetition, audience saturation and the need for new creative.
Common Misreading
There is no universal frequency ceiling. A high number may be appropriate for a short promotion or warm audience, while a low number can still perform poorly.
Continue with the practical guide
The glossary gives you the definition. The guide covers the decisions and implementation in more depth.
Know when Meta frequency is too high →