Meta Ads Management Term
Frequency
Frequency measures how many times, on average, each person has seen your ad. High frequency (7+) can cause ad fatigue, leading to declining performance. Optimal frequency varies by objective: 1-3 for prospecting, 3-7 for retargeting.
Example in Practice
"Our retargeting campaign hit a frequency of 12, causing CTR to drop 60%. We paused and refreshed creatives to reset performance."
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