Frequency tells you how often the same people are seeing your ads.
How to calculate frequency
Frequency = impressions ÷ reach
200,000 impressions across 50,000 people is a frequency of 4.
What's normal?
Across the 23 highest-spending US accounts we tracked (June to August 2026), the median monthly frequency was 4.6. Repetition is normal at scale. Most people see several ads before they buy.
When does frequency hurt?
In our data, CTR softened once ad-level frequency passed about 2 to 2.5, landing roughly 15% below the brand's typical CTR at 2.5 to 4. There was no cliff. A rising frequency on a single ad is a sign it needs company, not that the account is broken.
More: Creative fatigue on Meta and Meta ads benchmarks.
Related: creative fatigue, CPM.
