Ad frequency calculator
Very high frequency tires the audience and raises costs, while very low frequency may not be enough for people to remember the ad. Enter the numbers from your ads manager.
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Processing and privacy: The result is calculated inside your browser and your data is not sent to any server.
How to use it
- Enter impressions, reach (unique people) and target audience size (optional).
- The result appears straight away and updates as you edit.
- Copy the result, or copy a link that keeps the same values to share it.
How it is calculated
Frequency = impressions ÷ reach. Share of audience reached = reach ÷ target audience size × 100.
Example
Inputs: Impressions = 50,000, Reach (unique people) = 20,000, Target audience size (optional) = 100,000. Result: Average frequency per person: 2.5 times; Share of audience reached: 20%.
Limits and caveats
- Frequency is an average: some people saw the ad once, others many times.
- Platform reach is a statistical estimate, not an exact head count.
Questions about this tool
What is the difference between reach and impressions?
Reach counts different people who saw the ad; impressions count every showing. Someone who saw it 3 times counts once in reach and 3 times in impressions.
When is frequency too high?
When CTR starts falling and cost per result rises as frequency climbs. That is the time to refresh the creative or widen the audience.
Can I control frequency?
In some campaign types, yes. Platforms such as Meta and Google let you cap how many times one person sees an ad in a period.