Google Frequency measures the average number of times each person saw your Google ads.
| Metric | Definition |
|---|
| Google Impressions | Total number of times your Google ads were displayed |
| Reach | Number of unique people who saw your ads |
| Metadata | |
|---|
| Type | Number |
| Data Source | Google Ads |
| Aggregation | Ratio |
Example
A skincare brand running Google Display campaigns sees 125,000 impressions reaching 25,000 unique users during a product launch.
| Metric | Value | Calculation |
|---|
| Google Impressions | 125,000 | Total ad displays |
| Reach | 25,000 | Unique viewers |
| Google Frequency | 5.0 | 125,000 ÷ 25,000 |
How It Works
Google calculates frequency by dividing total impressions by the number of unique users reached. This metric only counts unique people—if someone sees your ad on multiple devices, they’re counted once. High frequency can lead to ad fatigue, reducing campaign effectiveness over time.
When to Use
| Scenario | Action |
|---|
| Frequency above 7-10 | Refresh creative or expand targeting to reduce ad fatigue |
| Low frequency with high reach | Increase frequency caps to boost message retention |
| Brand awareness campaigns | Target 3-5 frequency for optimal recall |
| Retargeting campaigns | Monitor closely—higher frequency acceptable but watch for diminishing returns |
| Metric | Relationship |
|---|
| Google Impressions | Numerator in the frequency calculation |
