Ad frequency
The average number of times an ad is shown to the same person over a given period.
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Why it matters
A message needs to be seen a few times to stick, but seeing the same ad too often lowers interest and causes annoyance. As frequency rises, the click-through rate falls and costs go up. In awareness campaigns, capping frequency and rotating creative protects the budget.
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Example
A campaign running in a small city reaches a frequency of 12 within two weeks and clicks drop. Once a weekly cap of 3 is set and new visuals are added, the click-through rate recovers.
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Common mistake
Putting a large budget on a narrow audience and not watching frequency. If the audience is small, most of the budget goes to showing ads to the same people again and again.
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Related terms
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