AdParlor Academy Paid Digital Glossary

Plain language explainers to help you keep up with the evolving digital landscape.


What is Frequency?

Frequency refers to the average number of times a viewer is exposed to an advertisement within a given time frame. It's an important metric in advertising campaigns as it measures how often the target audience sees the ad.

In online advertising, frequency is typically tracked across various platforms and channels, indicating how many times a user sees the ad during their browsing sessions or interactions with digital content.

How to measure Frequency?

Frequency is calculated by dividing the total number of impressions by the total number of unique users reached. Here's the formula:

Frequency = (Total Impressions) / (Unique Users Reached)

Example: If an ad campaign generates 100,000 impressions and reaches 50,000 unique users, the frequency is 2.

Why is Frequency important to marketers?

Frequency helps marketers understand how often their target audience is exposed to their ads, which is crucial for building brand awareness and increasing ad recall. It also assists in optimizing ad delivery to prevent overexposure or underexposure.

Who needs to know what Frequency is:

  • Digital marketers
  • Content marketers
  • Email marketers
  • Paid search marketers
  • Social media marketers
  • Conversion rate optimizers
  • Web designers
  • Product managers
  • eCommerce businesses
  • SaaS companies
  • B2B companies
  • B2C / D2C companies

Use Frequency in a sentence:

The marketing team monitored the frequency of their ads to ensure they achieved optimal exposure among their target audience without overwhelming them.