Frequency (Average Views Per User)
How many times, on average, the same person saw your ad during a campaign — a key dial for avoiding ad fatigue.
…We cap frequency at a sensible threshold so repeat exposure builds recall instead of triggering banner blindness.…
What it means
Frequency is the average number of times a single unique user saw an advertisement over a given campaign period, calculated as total impressions divided by reach.
Too low, and your message never sticks; too high, and users start tuning it out or growing irritated — which is why frequency caps are one of the most common levers media buyers adjust mid-campaign.
Prevents ad fatigue
Capping frequency keeps repeated exposure from turning into audience annoyance.
Builds message recall
A moderate frequency is often what it takes for a message to actually stick.
Signals budget efficiency
Rising frequency with flat reach usually means it’s time to refresh creative or expand targeting.
DNA's Take: We monitor frequency closely on every active campaign and rotate creative before fatigue sets in, which keeps performance from quietly decaying while spend stays the same.
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