Frequency
Advertising
Advertising
Frequency is how often the same person sees your ad on average within a period.
Too low and your message doesn't stick; too high and you irritate, which drags down click rate and brand favourability (ad fatigue).
Refresh creative before frequency climbs. In practice performance drops because of repeated visuals, not because of the channel.
Related terms
- ReachReach is the number of unique people who saw your message at least once, unlike impressions, which count views.
- ImpressionsAn impression is one view of your ad or search result. Ten impressions can therefore belong to one person.
- RemarketingRemarketing is advertising to people who previously interacted with your site, app or customer base.