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Ad Frequency Calculator

Calculate average ad frequency from impressions and reach, then compare it with a planning target.

Example: 500,000
Example: 200,000
Example: 2x
x

Use a target for the same campaign and reporting period. A target is not a platform frequency cap.

Review the result

Average frequency
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Difference from target
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Impressions at target
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Reach at target frequency
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How to use this calculator

Use impressions and reach from the same period

Average frequency divides total impressions by unique reach. Mixing date ranges, campaigns, or audience scopes makes the result unreliable.

A target is not a cap

A planning target is an average outcome. Some people can see an ad more often and others less often. A platform frequency cap is a separate delivery control.

Read the distribution, not only the average

Two campaigns can have the same average frequency but very different exposure patterns. Check the platform frequency distribution, creative fatigue, reach, and conversion performance together.

Formula quick reference

  • Impressions at target = unique reach x target frequency
  • Reach at target frequency = impressions / target frequency
  • Difference from target = average frequency - target frequency

Worked example

Reach and frequency example

Inputs: 500,000 impressions, 200,000 unique reach, and a 2x planning target

Result: 2.5x average frequency, 0.5x above target

Note: At the same reach, a 2x target corresponds to 400,000 impressions.

Common mistakes

  • Mixing impressions and reach from different campaign scopes or date ranges.
  • Treating average frequency as the exposure count for every person.
  • Assuming a target frequency automatically creates a delivery cap.

What the result means

  • Google Ads recommends reviewing average frequency together with frequency distribution.
  • Choose a target from campaign objective and observed response, not a universal benchmark.

Source notes

  • Google Ads defines frequency as the average number of times a user was exposed to an ad over a period.
  • Google Ads states that Target frequency is not a frequency cap and recommends checking average frequency and distribution together.

Ad Frequency Calculator FAQ

How do I calculate ad frequency?

Divide total ad impressions by unique reach for the same reporting period.

What is the difference between reach and impressions?

Reach estimates the unique people shown an ad. Impressions count total ad exposures, including repeat exposures.

What is a good ad frequency?

There is no universal value. The useful range depends on objective, time window, audience size, creative, channel, and conversion response.

Is target frequency the same as a frequency cap?

No. A target is an average delivery goal. A cap limits how often an ad may be shown to the same person within a period.

Why can platform reach differ from this estimate?

Platforms model and deduplicate people across devices and sessions. Their reported reach is the authoritative input for this calculation.