MetricKPI Compass StandardApprovedInternal
Frequency
The average number of times each reached person, account, household, or device was exposed to an ad during a defined period.
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.
Formula
Impressions / Reach
Platform variations
How platforms implement this metric — external definitions, not competing internal ones. They often count differently, so review before combining.
Average Frequency (LinkedIn Ads)LinkedIn AdsFrequency (Meta Ads)Meta AdsFrequency (TikTok Ads)TikTok Ads
Compare all 3 platform definitions side by side →Sources
- Google Ads HelpVerified 2026-08-04
- Google Ads Help (secondary)