What is Frequency?

Frequency is the average number of times each Meta account saw an ad over the selected date range. Meta calculates it as impressions divided by reach and labels it an estimate, because reach comes from sampled data. Meta says frequency may average 1 to 2 per ad set or run much higher, depending on budget, audience size and schedule. As an average, it can hide a smaller group of people who saw the ad many more times.

Meta does not publish a safe frequency level for sales or lead campaigns. Frequency caps are available only in some setups, such as reservation campaigns and the Reach or ThruPlay performance goals.