# Frequency

> Frequency is the average number of times each person saw your ad in a period.

Canonical: https://use-addy.site/glossary/frequency
Last updated: 2026-10-26

Also called: ad frequency

**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

- [Creative fatigue](https://use-addy.site/glossary/creative-fatigue)
- [Reach](https://use-addy.site/glossary/reach)
- [Retargeting](https://use-addy.site/glossary/retargeting)