Glossary · Platforms and measurement
Frequency
How many times, on average, the same person sees the same ad over a period.
In detail
Frequency is the average number of times each person reached saw your ad. Very low frequency may not be enough for the message to be remembered; very high frequency wears people out and wastes budget.
It is controlled with a frequency cap (for example, a maximum of 3 times per day per person) and with creative rotation: changing the creative keeps people from always seeing the same thing.
Example
100,000 impressions across 25,000 people: frequency of 4.