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Marketing Calculators

Ad Frequency Calculator

Verified formula Updated Jun 2026 Private — runs on your device

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Verified formula Private

Average frequency

4.00

For general information only — not financial, tax, legal or medical advice. Verify before you rely on it.

How to use the Ad Frequency Calculator

The Ad Frequency Calculator works out your average frequency in an instant. Enter impressions and reach (unique people) and the result updates as you type — it is free, needs no sign-up, and runs entirely in your browser so your figures stay private.

  1. Enter the impressions.
  2. Enter the reach (unique people).
  3. Read off your average frequency — the calculator updates automatically, with no button to press.

Formula

The Ad Frequency Calculator uses the formula:

Average frequency = Impressions ÷ Reach (unique people)

Worked example

For example, with impressions of 100,000 and reach (unique people) of 25,000, the average frequency is 4.00.

Inputs used
Impressions 100,000
Reach (unique people) 25,000
Results
Average frequency 4.00

Results are estimates for educational use, not professional advice.

Key terms explained

Mean
The average of a set of numbers — their sum divided by how many there are.

Frequently asked questions

Divide impressions by reach. 100,000 impressions across 25,000 people is an average frequency of 4.

Often 3 to 7 over a campaign, but too high can cause fatigue while too low limits recall.

Reach is unique people; impressions count every view, including repeats.

Use frequency caps, refresh creative, and broaden audiences to avoid overexposing the same people.

Enter the impressions. Enter the reach (unique people). Read off your average frequency — the calculator updates automatically, with no button to press.

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