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
All glossary terms