Ad frequency calculator
See how often the same people see your ads, per week and per creative, and how many days each creative has before it hits the limit you set.
Example numbers. Replace them with yours.
- Average frequency
- 3.33×
- Weekly frequency
- 0.78×
- Frequency per creative
- 1.11×
- Days until a creative hits your limit
- 81 days
- CPM
- USD 12
- Cost per person reached
- USD 0.04
What it calculates
Frequency is impressions divided by reach: the average number of times one person saw your ads. When the same audience sees the same creative too often, clicks drop and costs rise. Spreading frequency across more creatives slows that down. Set the limit that has worked for your own account.
How to read the result
If days to limit is short, add new creatives or widen the audience before results drop. Watch CTR and CPM next to frequency. Fatigue shows as falling CTR and rising CPM at the same time.
Learn the metric:ROAS
The formula
Frequency = Impressions ÷ Reach Weekly frequency = Frequency ÷ days × 7 Per creative = Frequency ÷ active creatives Days to limit = Limit ÷ (Frequency ÷ days ÷ creatives)
Worked example
Example inputs
- Impressions
- 500,000
- Reach (people)
- 150,000
- Days in the period
- 30
- Spend
- USD 6,000
- Active creatives
- 3
- Your frequency limit
- 3
Results
- Average frequency
- 3.33×
- Weekly frequency
- 0.78×
- Frequency per creative
- 1.11×
- Days until a creative hits your limit
- 81 days
- CPM
- USD 12
- Cost per person reached
- USD 0.04
What changes the result
Active creatives at five values. Every other input stays as in the worked example; the highlighted row is the example.
| Active creatives | Frequency per creative | Days until a creative hits your limit |
|---|---|---|
| 1 | 3.33× | 27 days |
| 2 | 1.67× | 54 days |
| 3 | 1.11× | 81 days |
| 5 | 0.67× | 135 days |
| 6 | 0.56× | 162 days |
Use your real numbers
Analify reads impressions, reach, frequency and spend per campaign and creative from Meta and TikTok, and flags creatives whose results are dropping.
Analify already reads 4 of these 6 inputs live, from Ad accounts
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Questions
What is ad frequency?
The average number of times each person reached saw your ads in a period: impressions divided by reach.
What frequency is too high?
It depends on audience size, offer and creative. Find the frequency where your own CTR starts falling and use it as your limit.
How do I lower ad frequency?
Add creatives, widen the audience, or lower the budget on a small audience.
Do you store what I enter?
No. The calculation runs in your browser and nothing is sent to Analify.
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