What's a good Ad Frequency?
Karbon Agency's target for Ad Frequency is around 2. That is Karbon's own grading target, not a published industry average. Average number of times each person saw your ad (ideal range 1.5-3.0). Excellent is around 2.50 (Karbon target), and the minimum acceptable tier is around 1 (Karbon target).
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The three tiers Karbon grades against — and where each comes from
| Tier | Value | What it means | Basis |
|---|---|---|---|
| Minimum | 1 | The floor. Below this, something is broken. | Karbon target |
| Recommended | 2 | The tier a healthy campaign should hit. | Karbon target |
| Excellent | 2.50 | Top-tier performance worth defending. | Karbon target |
This metric is best kept within a range — too high and too low are both problems.
How it's calculated
Impressions / ReachWhy Ad Frequency matters
Too low means insufficient exposure for recall. Too high causes ad fatigue, negative sentiment, and wasted spend on users who already decided not to engage.
Sources
The three tiers on this page are Karbon Agency's grading targets. These published figures are the outside reference points for Ad Frequency, so you can check our tiers against them.
- Meta Business Help Center — Frequency (undated page; read September 26, 2026)Frequency is impressions divided by reach — the average number of times each account saw your ad. Meta says it may average 1 to 2 per ad set or be much higher, and that falling performance as frequency rises can signal ad fatigue.
Definitions
- Meta Business Help Center — About reach metrics (undated page; read September 26, 2026)Reach is the number of accounts that saw your ads at least once; unlike impressions, it does not count repeat views by the same account.
Where does your Ad Frequency land?
Karbon Agency grades every client campaign against these exact tiers, live on a dashboard — no guessing, no quarterly PDFs.