What it is
How many times per person
Average number of times one person sees the ad. Above four is usually wasted budget and irritation.
Example
What it looks like in numbers
Reach of 300,000 with 1,400,000 impressions gives a frequency of 4.7. Above four, response usually drops and annoyance rises — the budget is better moved to a new audience.
Related terms
Next to it in the report
In practice
Where this shows up
Pages where Frequency is not explained but used — in a channel’s mechanics, in a launch breakdown or in a report.
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