Free tool · Live
Ad Frequency Calculator
Calculate your ad frequency and know when creative fatigue is likely setting in — before your metrics tell you the hard way.
Enter your impressions and reach to calculate frequency and fatigue risk.
What frequency actually tells you
Frequency = impressions ÷ reach — the average number of times each person saw your ad. Under 2 usually means you haven't built enough familiarity yet. Above 6-8 within a short window is where fatigue commonly starts showing up as rising CPMs and falling CTR, though the exact threshold varies by creative and audience size.
FAQ
Is there one "correct" frequency cap?
No — it depends on campaign objective, audience size, and how often you refresh creative. Treat the guidance here as a starting signal, not a hard rule.
What should I do when frequency gets too high?
Refresh the creative, expand the audience, or both — the fatigue is usually about the specific creative, not the audience itself.