What is ad frequency?
Read average repeated exposure with reach, impressions and campaign context.
Frequency describes average exposure per reached person within a defined scope. It summarises a distribution, so individuals can receive very different numbers of exposures. Its usefulness depends on the campaign objective and the response pattern.
How to read this metric
Keep the reporting period and level fixed. Use compatible reach and impression measures from the same provider.
Inspect the reported average alongside response and delivery cost. A rise may suggest concentration but does not establish fatigue by itself.
Consider purchase cycle and creative context before recommending a change. There is no universal stopping point that fits every audience.
Make it concrete.
With 24,000 impressions and 8,000 reach, average exposure is three for that scope. It does not mean all 8,000 people saw exactly three impressions.
What to keep in mind.
Averaging daily frequency or adding daily reach is not a reliable way to reconstruct whole-period frequency because audiences overlap.
Your next useful step.
Use the appropriate aggregate report and investigate a sustained pattern. Make any creative or delivery decision with the surrounding evidence.
Working with this in Liftaven
A metric needs a numerator, denominator, reporting period and source. Record those alongside the result. The examples in these notes are invented to explain the calculation; they are not industry benchmarks or Liftaven customer results.
Explore the workspaceSources & context
This note combines original practical guidance with the reporting references below. Follow provider documentation for current definitions and availability; suggested investigations are not guarantees of a particular result.