Frequency
The average number of times each unique visitor saw the ad. High frequency causes ad fatigue.
In practice
Frequency: below 3 means you haven't built familiarity. 3-7 is the sweet spot. Above 10, people start ignoring you.
Common misconception
'High frequency means they'll remember us.' Studies show that beyond 7 exposures, brand sentiment declines. People feel 'chased.'
How to fix it
Frequency above 8 and CTR dropping? (1) new creative, (2) expand the audience, (3) set a frequency cap in Meta, (4) take a 2-week break from that audience.
Example
A running shoe store: frequency hit 12. CTR dropped from 2.1% to 0.6%. 4 new creatives plus a cap of 5 brought CTR back to 1.8% within 3 weeks.
Priority
Set a frequency cap from day one. In Meta: Ad Set → Frequency Cap.
Related terms
Keep learning. Metrics that touch the same area:
- ReachMarketingThe number of unique people exposed to content. Different from impressions — a person who saw it 5 times is counted once.
- Ad FatigueMarketingA decline in ad performance after repeated exposure to the same audience. Shows up as: falling CTR, rising CPM, low relevance score. Requires creative refresh and audience expansion.
- eCommerce / Electronic CommerceMarketingAll business activity conducted online — showcasing products, ordering, payment, shipping, and post-sale service. The backbone of every online store.
- CPC – Cost Per ClickMarketingThe price an advertiser pays each time a visitor clicks the ad. Influenced by competition, Quality Score, and landing page relevance.
- CPM – Cost Per MilleMarketingThe cost of advertising per 1,000 ad impressions. A key metric in awareness-focused and brand-building campaigns.
- CPA – Cost Per AcquisitionMarketingThe amount it costs to get a customer to complete a desired action. A core profitability metric — if CPA exceeds gross profit, the campaign loses money.
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WhatsApp alerts when something important changes. No dashboards, no hassle.