Ad Frequency Risk Checker
Grade your impressions-per-user against safe, caution and fatigue thresholds.
Distinct people who saw the ads.
Average frequency
3.6×
Impressions ÷ reach
Risk band
Fatigue risk
< 2 healthy · 2–3.5 caution · 3.5+ fatigue
Impressions / user / week
0.8
Assuming a 4-week period
3.6× is fatigue territory — CTR decays and CPMs climb as the algorithm forces the same people. Expand the audience or rotate creative now.
Healthy frequency varies by objective — prospecting tolerates less repetition than retargeting, where 4–7× can be fine.
About this calculator
Compute frequency from impressions and reach, then grade it against healthy, caution and fatigue bands so you know when creative is wearing out its welcome.
Everything runs in your browser — nothing you type is sent anywhere or stored. Use it to sanity-check a plan, pressure-test a channel, or brief a team before you commit budget.