Red Flags: Ad Frequency

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Our app looks at the total ad frequency (prospecting + retargeting) in the last 7 days. The test fails if your total ad frequency was (is) higher than 3.

What is ad frequency?

Frequency = total impressions / reach

  • Ad frequency = the number of times a user sees your ad
  • Impressions = the number of times your ads were displayed

(Example: If an ad is on screen and someone scrolls down and then scrolls back up to the same ad, that counts as 1 impression. If an ad is on screen for someone 2 different times in a day, that counts as 2 impressions.)

  • Reach = The number of people who saw your ads at least once.

Note: Reach is different from impressions, which may include multiple views of your ads by the same people.

The optimal ad frequency

For prospecting campaigns: everything up to 1.5 is ok

For retargeting campaigns: everything below or up to 7 is ok

Where to check your ad frequency

Step 1: Go to Ads Manager

Step 2: Go to the ad level and hit the Columns button → choose Delivery. 

facebook ad frequency option

What to do in case of high ad frequency

  1. Broaden your target audience (decreases frequency)
  2. Refresh your creative and ad copy (reduces/avoids ad fatigue)

And that’s pretty much it! If you have any questions, feel free to drop us a line at [email protected]

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