Ad Frequency Calculator
Fatigue, measured rather than guessed.
Frequency
3.4
click-through down 42.86%
At 3.4 impressions per person the audience has seen this several times, and the 42.86% click-through decay is the visible symptom. Refresh creative or widen the audience — spending more into fatigue raises cost per acquisition without raising volume.
How the Ad Frequency Calculator works
Frequency is impressions divided by reach, and the click-through decay beside it is the visible symptom of fatigue. Past about three impressions per person, more spend into the same audience raises cost per acquisition without raising volume.
Not financial advice. Marketplace fees change, and they vary by country, plan and seller status. Every rate here is an editable default, not a quoted price — check the platform's current fee schedule before you price a product against it. This is not tax or business advice.
Frequently asked questions
What frequency is too high?
It depends on the audience size and campaign length, but above three in a short window is where decay usually becomes visible. Retargeting tolerates more; cold prospecting tolerates less.
How do I tell fatigue from competition?
Fatigue shows as falling click-through at stable CPM; auction competition shows as rising CPM at stable click-through. The two need different responses.
Does frequency capping help?
It prevents the worst of the waste but does not create new audience. Refreshing creative or broadening targeting addresses the cause; capping only limits the symptom.
How often should creative be refreshed?
When click-through falls meaningfully from its early-campaign level. That is usually one to three weeks on social at meaningful spend, and far longer on search.