Campaign Frequency Calculator
Average frequency is the ratio of impressions to unique reach. It describes average exposure, not how evenly those exposures were distributed.
How to use this calculator
- Enter total impressions, unique people reached using the same measurement window and units.
- Check the result and intermediate values, then change one input at a time when comparing scenarios.
- Keep the stated scope and assumptions attached to any result you share.
Formula and method
Average frequency = total impressions ÷ unique reach.
- Average frequency is 4 impressions per reached person.
- Average frequency hides distribution: some people may see far more or fewer impressions. Use platform-level frequency distributions for decisions.
Worked examples
Worked example
180,000 impressions reached 45,000 unique people.
Average frequency is 4 impressions per reached person.
Average frequency is 4 impressions per reached person.
Understanding the result
Average frequency is 4 impressions per reached person.
Average frequency hides distribution: some people may see far more or fewer impressions. Use platform-level frequency distributions for decisions.
Important notes
Average frequency hides distribution: some people may see far more or fewer impressions. Use platform-level frequency distributions for decisions.
Use measured inputs or documented assumptions, and validate important decisions with the appropriate source specifications or professional guidance.
Frequently asked questions
Is frequency the same as reach?
No. Reach is unique people; frequency is average impressions per reached person.
Does high frequency mean ad fatigue?
Not by itself. Assess performance, audience feedback, creative and campaign objectives.
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Related explanations
Learn the method behind the number or compare the terminology before using the calculator.
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This page provides a calculation tool plus explanatory information so you can understand what the result means and when the underlying method may not fit your situation.