Compare
Put definitions side by side — internal vs external, or across platforms — to see exactly where they agree and where they don’t. Never combine metrics whose definitions materially differ.
Cross-platform presets: Clicks across ad platforms Impressions across ad platforms Reach across ad platforms Frequency across ad platforms Click-through rate across ad platforms
Presets:
FrequencyFrequency (Meta Ads)Average Frequency (LinkedIn Ads)Frequency (TikTok Ads)
| Attribute | Frequency Internal | Frequency (Meta Ads) Internal | Average Frequency (LinkedIn Ads) Internal | Frequency (TikTok Ads) Internal |
|---|---|---|---|---|
| Origin | Internal | External · Meta Ads | External · LinkedIn Ads | External · TikTok Ads |
| Definition | Frequency relates total ad exposures to a deduplicated reached population. Many advertising platforms estimate frequency by dividing impressions by reach, but identity resolution, co-viewing, household logic, and reporting windows can change the result. | The estimated average number of times each reached person saw an ad. | The average number of ad impressions delivered per reached LinkedIn member account. | The average number of times each user saw an ad during the selected period. |
| Unit | — | average_exposures | average_exposures | average_exposures |
| Aggregation | — | ratio | ratio | ratio |
| Formula | Impressions / Reach | Impressions / Reach | Impressions / Reach | Impressions / Reach |
| Includes | — |
|
|
|
| Excludes | — | — | — | — |
| Applicable dimensions / channels | — | — | — | — |
| Known limitations | — |
|
|
|
| Comparability notes | — | Use within a consistent Meta campaign and date scope. | Identity unit is a member account. | Compare only when reporting windows and reach definitions match. |
| Comparability to internal | Internal source of truth | Internal source of truth | Internal source of truth | Internal source of truth |
AI interpretation
AI-generated · review before relying on itFrequency is typically impressions ÷ reach, but because each platform estimates reach differently, frequency is not directly comparable across platforms.