Ads & Traffic
Frequency
How many times the same person has seen your ad, averaged across an audience. Over ~3 in a 7-day window, CPMs rise and CVRs drop — the fatigue signal.
Frequency is the average number of times a single person has seen your ad over a defined window (typically 7 days). Once average frequency climbs past ~3 on a 7-day window, you'll usually see CPMs rise and CVRs drop — the same audience becoming repeatedly exposed to the same creative.
Frequency is a better fatigue signal than raw ROAS because it catches the decay early. If frequency is climbing and CPMs are stable, you're still OK; if both are climbing, you're running out of net-new eyeballs with this creative and it's time to refresh.
Fixes: rotate in fresh creatives; expand the audience; cap frequency at the ad-set level (particularly on retargeting, where 2-3 views max is the humane rule).
Articles mentioning Frequency
- Black Friday & Q4: 40% of Your Annual RevenueThe 90-day prep, BFCM-week execution, and post-holiday retention plan that turn a regular-sized dropshipping store into a Q4 juggernaut.
- Your First Winner: The 30-Day Double-DownYou finally have a profitable ad. Don't celebrate — move. Here's the 30-day execution plan to turn your first $10K month into your first $100K month before the window closes.
- From $10K to $100K/Month in 30 DaysThe slow-scaling advice is for people who don't have a winner yet. Once you do, the real move is to pump ad spend, flood creatives, add subscriptions, and scale weekly — not…