What is Frequency? Ad frequency explained

Frequency is the average number of times each person in an audience has seen an ad.

How is Frequency calculated?

Frequency = impressions ÷ reach

Example

30,000 impressions delivered to 10,000 people is a frequency of 3.

Why does Frequency matter for e-commerce?

Rising frequency paired with falling engagement signals fatigue. Retargeting audiences tolerate higher frequency than prospecting audiences.

How does Posta use Frequency?

Posta's agents use Frequency when reviewing your accounts and recommending changes. See the AI Meta ads management page for how it fits into your workflow.