Ad Frequency

Date created: Oct 12, 2022  •   Last updated: Oct 12, 2022

What is Ad Frequency

Ad Frequency is the average number of times your ad is displayed to a unique user. It is calculated by dividing your ad’s impressions by its reach. This metric helps understand how frequently your ad is viewed by your target audience on average.

Ad Frequency Formula

ƒ Count(Ad Impressions) / Count(Ad Reach)

How to calculate Ad Frequency

Your ad is displayed on Facebook for a week. During this week, the ad gets 5,000 impressions and achieves a reach of 4,000. In this case, your Ad Frequency is 1.25, which means that most unique users saw your ad between 1 to 2 times.

Start tracking your Ad Frequency data

Use Klipfolio PowerMetrics, our free analytics tool, to monitor your data. Choose one of the following available services to start tracking your Ad Frequency instantly.

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How to visualize Ad Frequency?

There are several ways you can represent your Ad Frequency data, but your goal should be to see how it differs by campaign. This will let you quickly identify best and worst performing campaigns and make changes to improve performance. So, use a bar chart to segment your Ad Frequency by campaign.

Ad Frequency visualization example

Ad Frequency

Bar Chart

Here's an example of how to visualize your Ad Frequency data in a bar chart to observe segmented data.
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Ad Frequency


Measuring Ad Frequency

More about Ad Frequency

Impressions versus reach is an interesting way of looking at the question of how exactly your content or ad is being consumed. Ad Impressions gives you the total number of times your ad is viewed, while Ad Reach is the number of people who have seen your ad. When you take the ratio of Ad Impressions to Ad Reach, you get Ad Frequency, which is essentially the number of times each unique user views your ad.

When you track Ad Frequency, you take advantage of this data to modify your ad campaign based on current performance. With an increase in the number of times your ad is viewed by a unique user, it is more likely that the message sinks in. Generally, higher Ad Frequency can be considered an advantage to your campaign because repeatedly viewing ads can push undecided users towards buying, and further reinforce and remind users with intent to purchase.

The only case where you would want lower Ad Frequency is when your ad ends up being displayed multiple times to users with no inclination to purchase your product. In such cases, you can use targeting controls found on most ad platforms, including Facebook Ads, to ensure your ad is mostly displayed to users more likely to purchase your product.

In fact, you can use a Reach and Frequency campaign, also known as an R&F Campaign on Facebook, to predict how your ads will perform. It includes an estimation of the percentage of the audience that your ad will reach, based on factors including frequency, time, Ad Spend, and target demographic.

Ad Frequency Frequently Asked Questions

What is frequency in advertising?

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In advertising, frequency refers to how often your ad is seen by each unique user. The general principle is that your target audience needs to see your ad between 5 to 20 times for it to be effective. Therefore, you should aim to increase your ad frequency along with making sure your best-fit audience discovers your ads.

Recommended resources related to Ad Frequency

How to choose a frequency cap for your Facebook Ads

Metric Toolkit