Enter impressions and reach to get your frequency — and whether it's healthy or heading into fatigue for your objective. High frequency is the silent killer of CTR and CPA.
Frequency
3.00
avg times each person saw the ad · ~3.00/week
Watch for fatigue
New audiences fatigue fastest — refresh creative or widen the audience past ~3.5.
Fatigue shows up as falling CTR and rising CPM/CPA over time. The fix is usually fresh creative or a broader audience — not a higher budget.