Frequency is how many times, on average, the same person has seen your ad. Unlike the other six metrics, there's no 'the higher the better,' frequency has a healthy zone, and going past it usually means you're paying to show the same tired ad to the same people.
| Tier | Range | What it means |
|---|---|---|
| Below average | Over 5 | People are seeing this ad more than is healthy. A common, fixable cause of rising costs and slipping performance, usually solved with fresh creative or a wider audience, not more budget. |
| Average | 3 – 5 | This is starting to climb into the range where fatigue can creep in. Worth watching over the next week or two. |
| Above average | 2 – 3 | This is a healthy frequency. People are seeing the ad enough to remember it without it wearing out its welcome. |
| Excellent | Under 2 | This is a very healthy frequency, plenty of room before fatigue becomes a concern. |
Have your own Frequency? Drop it into the tool and get the full breakdown plus questions for your agency.
People are seeing this ad more than is healthy. A common, fixable cause of rising costs and slipping performance, usually solved with fresh creative or a wider audience, not more budget.
This is starting to climb into the range where fatigue can creep in. Worth watching over the next week or two.
This is a healthy frequency. People are seeing the ad enough to remember it without it wearing out its welcome.
This is a very healthy frequency, plenty of room before fatigue becomes a concern.
These are third-party industry aggregates, not Meta's own published data, so treat the exact numbers as reasonable reference points rather than gospel. They're consistent enough across sources to build tiers on with confidence, but worth re-checking every few months since ad costs shift.