Free Frequency Calculator and Formula.
Impressions divided by reach. Enter impressions and reach. See how many times your average viewer saw your ad and whether creative fatigue is real.
Calculate your Frequency
Enter impressions and reach. The result updates as you type.
How often did the same viewer see your ad?
Frequency = Impressions ÷ Reach. The average number of times one unique person was shown your ad over the campaign.
Healthy ranges by campaign type. Prospecting on Meta 1.5 to 3.5 across a 14-day window. Retargeting 5 to 10. Brand awareness 3 to 5 weekly. Above 7 prospecting or 12 retargeting, expect declining CVR and rising negative-feedback signals.
The fatigue threshold. Most creatives lose 15 to 30 percent of CTR after the same viewer has seen them 5+ times. The fix is rotation. Three creatives at a 3-day rotation usually outperforms one creative at any frequency.
A 30-day Meta prospecting campaign.
Frequency equals 500,000 divided by 142,857, which is 3.50.
Per week. Across a 4-week run, 3.50 lifetime impressions equals 0.88 impressions per viewer per week. Below 1 per week is light. The campaign has headroom to scale spend on the same audience without crossing fatigue.
Read. 3.5x lifetime frequency on prospecting is the healthy zone. If frequency climbed above 7 in the same window, the audience is saturated. Either broaden targeting or refresh creative.
Frequency questions, answered.
What is a good frequency?
Campaign-dependent. Prospecting 1.5 to 3.5 over 14 days. Retargeting 5 to 10. Brand awareness 3 to 5 weekly. Above the upper bound, CTR drops and negative-feedback signals rise.
How does frequency cause creative fatigue?
After 5 to 7 views of the same creative, viewers stop processing it. CTR drops 15 to 30 percent. Hide-ad rates rise. Cost per click increases because the platform charges more to reach the same audience that is no longer engaging.
How do I lower frequency?
Three reliable levers. One, broaden the audience so the same impressions are spread across more unique viewers. Two, rotate creatives more aggressively (3 to 5 ads in rotation, each refreshed every 3 to 5 days). Three, cap frequency at the ad-set level (Meta allows 1 to 2 per week settings).
Is high frequency always bad?
No. Retargeting campaigns intentionally run higher frequency because the audience is small and high-intent. 5 to 10 lifetime impressions per viewer is normal for retargeting and often necessary to close the conversion.
How is frequency different from reach?
Reach is the number of unique people who saw your ad at least once. Frequency is the average number of times each of those people saw it. Reach times frequency equals impressions.
Ask Claude for live frequency by ad set.
PaidSync pulls frequency by ad set from your live Meta and TikTok accounts. Ask which ad sets are above fatigue threshold and Claude flags them with the creative-refresh suggestion built in.