> ## 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.

# Meta Frequency: Average Ad Views per Person

> Track how many times each person saw your Meta ads. Monitor frequency to optimize ad exposure and avoid audience fatigue on Facebook and Instagram.

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

## Formula

<Info>
  **Meta Frequency** = **Meta Impressions** ÷ **Meta Reach**
</Info>

### Formula Components

| Metric                                                                                     | Definition                                             |
| ------------------------------------------------------------------------------------------ | ------------------------------------------------------ |
| [**Meta Impressions**](/reference/metrics/advertising/meta/meta-audience/meta-impressions) | Total number of times your ads appeared on screen      |
| [**Meta Reach**](/reference/metrics/advertising/meta/meta-audience/meta-reach)             | Number of unique people who saw your ads at least once |

| Metadata        |                                   |
| --------------- | --------------------------------- |
| **Type**        | Number                            |
| **Data Source** | [Meta Ads](/sources/facebook-ads) |
| **Aggregation** | Average                           |

***

## Example

Your Meta campaign delivered **450,000 impressions** to **90,000 unique people**:

| Metric             | Value   |
| ------------------ | ------- |
| Meta Impressions   | 450,000 |
| Meta Reach         | 90,000  |
| **Meta Frequency** | **5.0** |

On average, each person saw your ads 5 times across Facebook, Instagram, and Audience Network.

***

## How It Works

Meta calculates frequency by dividing total impressions by unique reach. A frequency of 5.0 means users saw your ad 5 times on average. High frequency can signal ad fatigue—when users see your ad too often, engagement and conversion rates typically decline.

***

## When to Use

| Scenario                         | Action                                                                      |
| -------------------------------- | --------------------------------------------------------------------------- |
| Detecting ad fatigue             | Frequency above 5–7 often signals diminishing returns for prospecting       |
| Optimizing retargeting           | Higher frequency (7–15) acceptable for warm audiences with purchase intent  |
| Balancing reach vs. repetition   | Lower frequency broadens exposure; higher deepens engagement                |
| Diagnosing declining performance | Rising frequency with falling CTR indicates creative or audience saturation |

***

## Related Metrics

| Metric                                                                                 | Relationship                                                                    |
| -------------------------------------------------------------------------------------- | ------------------------------------------------------------------------------- |
| [Meta Impressions](/reference/metrics/advertising/meta/meta-audience/meta-impressions) | Numerator—total ad views driving the frequency calculation                      |
| [Meta Reach](/reference/metrics/advertising/meta/meta-audience/meta-reach)             | Denominator—unique audience size that determines frequency                      |
| [Meta CPM](/reference/metrics/advertising/meta/meta-audience/meta-cpm)                 | Cost efficiency at current frequency level—higher frequency often increases CPM |

[See all Meta Audience metrics →](/reference/metrics/advertising/meta/meta-audience)