How often the same person sees my ad. The Ad Frequency Calculator takes impressions, reach (unique people) and returns average frequency plus reading. Results update as you type, and the formula is shown under the result so you can repeat it in your own spreadsheet.
Marketing metrics are most useful as trends and comparisons between channels. Measure every campaign the same way, over the same period, and judge it against your gross margin rather than against revenue alone. Use the worked example below to check the maths against your own figures.
How the Ad Frequency Calculator works
Frequency is how many times the average person saw your ad. Two to four is the usual sweet spot for recall; beyond six, click rates fall and costs rise.
Worked example
With the example values (impressions of 500000, reach (unique people) of 125000), the average frequency is 4; reading Moderate. Change any figure above and the result updates immediately; use Copy results to paste the summary into a note or email.
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Frequently Asked Questions
How is average frequency calculated?
frequency = impressions ÷ reach.
Which figures do I need?
Impressions, reach (unique people). Take them from the same period and the same set of accounts or reports so the ratio is consistent, and check the example values as a guide to the units expected.
How often should I track this metric?
Weekly for live campaigns, monthly for channel comparisons, and always over the same period for spend and results so the figures line up.
