Some repetition helps memory; too much drives fatigue, falling CTR and rising costs. When frequency climbs on a small audience while results fall, the usual fix is fresh creative or a broader audience, not more budget.
Formula
Frequency = Impressions ÷ Reach
Related terms
- Creative fatigueCreative fatigue is the decline in an ad's performance as the same audience sees it repeatedly.
- CPM (cost per mille)CPM is the cost of 1,000 ad impressions.
- Diminishing returns in advertisingDiminishing returns means each additional unit of ad spend produces less revenue than the one before it.
Where this comes up
The last rupee problem: scaling on marginal returnsAverage ROAS hides the moment scaling stops paying. Marginal ROAS shows it. A practical way to find that point before your P&L does.Part of the growth marketing glossary by Shiva Sharma.