Metrico glossary
Ad Frequency
Ad frequency is the average number of times a measured person or account was served an ad during the selected period, according to the provider's reporting model.
Definition
Frequency is useful context for creative saturation and audience exposure, especially when reviewed over time with CTR, conversion efficiency, spend, and audience size. There is no universal frequency at which an ad becomes fatigued. Objectives, placements, audience size, funnel stage, offer, and creative format all change the interpretation.
What to remember
- Frequency is an average and can hide uneven exposure.
- Rising frequency alone does not prove fatigue.
- Use it with creative and conversion trends under comparable conditions.