Frequency
Also called: ad frequency
Frequency is the average number of times each person saw your ad in a period.
Formula
Frequency = impressions ÷ reach
Rising frequency with falling CTR is the classic sign of creative fatigue: the same people are seeing the same ad too often. Small audiences and retargeting campaigns hit high frequency fastest.
Related terms
Part of the Addy video ad glossary. Addy is an AI agent that writes, renders and posts short-form video ads.