> ## Documentation Index
> Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Google Frequency: Average Ad Views Per Person

> Track Google Frequency to measure how often each person sees your ads. Monitor ad fatigue, optimize campaign reach, and improve Google Ads performance.

<Tip>
  Google Frequency measures the average number of times each person saw your Google ads.
</Tip>

## Formula

<Info>
  **Google Frequency** = [**Google Impressions**](/reference/metrics/advertising/google/google-audience/google-impressions) ÷ **Reach**
</Info>

### Formula Components

| Metric                                                                                             | Definition                                           |
| -------------------------------------------------------------------------------------------------- | ---------------------------------------------------- |
| [**Google Impressions**](/reference/metrics/advertising/google/google-audience/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](/sources/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  |

Each person saw the ad an average of 5 times during the campaign.

***

## 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 |

***

## Related Metrics

| Metric                                                                                         | Relationship                           |
| ---------------------------------------------------------------------------------------------- | -------------------------------------- |
| [Google Impressions](/reference/metrics/advertising/google/google-audience/google-impressions) | Numerator in the frequency calculation |

[See all Google Audience metrics →](/reference/metrics/advertising/google/google-audience)