How to use the ad frequency calculator
Frequency is how many times the average person saw your ad during the campaign. Impressions, reach and frequency are tied together by a single relationship: impressions = unique reach × frequency. Knowing impressions and reach gives you frequency; knowing impressions and frequency gives you reach. This page solves the first direction, and the ad reach calculator solves the other.
Unique reach must be a deduplicated user count. If you paste sessions or clicks instead, frequency comes out lower than it really is. When total impressions are smaller than unique reach the relationship cannot hold, so the calculator shows a message instead of a result.
Add the campaign length and you also get per-day and per-week frequency, which shows how tightly the same people were hit. Note that this tool reports averages only; it does not model the frequency distribution across users, where a minority often absorbs most impressions. What counts as the right frequency varies by category, creative and objective, so the verdict here is measured against the target frequency you enter.
Frequently asked questions
No. Awareness campaigns need repetition, while conversion campaigns can suffer from fatigue. It depends on creative variety and objective, so compare against a target frequency you set yourself.
Not reliably. Cross-platform duplicate users cannot be removed, so combined reach is overstated and the resulting frequency comes out too low.