Paid Media

Frequency

Quick answer

How often the same person sees your ad - the fatigue dial.

Definition

Frequency counts average ad exposures per person. Below 1.5 on prospecting, the algorithm may be under-delivering; above 3-4 without conversion, fatigue is burning budget. Retargeting tolerates higher frequency; prospecting does not.

Why it matters

Fatigue is silent budget decay. We watch frequency per creative, not just per campaign.

Benchmarks

Prospecting under 2.5; retargeting under 6 over 30 days

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