All terms
— Meta & paid social
Frequency
Frequency is the average number of times each person in the audience has seen your ad over a given window — impressions divided by reach.
— In practice
Frequency is the leading indicator of creative fatigue: as it climbs past the low single digits (per week, for most prospecting), each additional exposure buys less attention and more annoyance. Retargeting tolerates higher frequency than prospecting, but not unboundedly.
Read it with the window attached — frequency 6 over three months is calm; over five days it is a fire. Rising frequency at stable spend also signals the addressable audience is saturating.
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