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Display/Programmatic · Buy-Side calculator

Average Frequency

Average frequency is how many times, on average, each person you reached saw your ad.

Formula

Average frequency = Impressions ÷ Unique reach

Fill in any 2 fields. The one you edited longest ago is solved for you.

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Waiting for the other fields.

Waiting for 2 values to solve Average frequency.

What is Average frequency?

Average frequency is how many times, on average, each person you reached saw your ad. Too low and the message doesn't land; too high and you are paying to annoy people who already got it.

Worked example

If impressions is 2,000,000 and unique reach is 400,000, then Average frequency = 5.00x.

Average frequency = Impressions ÷ Unique reach

Formula variable breakdown

impressionsImpressions
Enter impressions directly, or leave it blank and let the solver calculate it from the other 2 fields.
reachUnique reach
Enter unique reach directly, or leave it blank and let the solver calculate it from the other 2 fields.
frequencyAverage frequency(output)
Enter average frequency directly, or leave it blank and let the solver calculate it from the other 2 fields.

Tactical application guide

Average frequency links impressions and unique reach in a fixed ratio, so any two pin down the third. Planning backwards is where it earns its keep: enter the impressions you have and the Average frequency you are targeting, and the solver tells you the unique reach you must secure. Or lock unique reach and Average frequency from a benchmark to see the impressions that plan implies before you commit.

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