Frequency is the average number of times one person has seen your ad. It's the fatigue speedometer: past ~2–3 on prospecting audiences, each additional exposure buys less attention and more annoyance — CTR sags, CPM climbs, comments turn. Retargeting tolerates more (4–8) because intent is warmer. The fix is never 'push through'; it's refresh: same proven angle in new execution, which AI generation reduced from a production cycle to an afternoon (~$2.44/variant).
Reading frequency with its friends
Frequency alone misleads — pair it with CPM trend and CTR trend. Frequency up + CPM up + CTR down = the fatigue triangle; refresh now.
Structural fixes
Broader audiences slow frequency buildup; creative rotation (3–5 live variants) spreads exposures; scheduled refresh beats emergency refresh.
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FAQs
What frequency is 'too high'?
Prospecting: worry past ~3. Retargeting: past ~6–8, or when the comments start quoting your ad back sarcastically.
Does refreshing reset fatigue?
A genuinely different-looking execution does; a new thumbnail on the same video doesn't.
Facts checked July 16, 2026. Competitor claims from public pricing pages; verify before relying on them.