How do you calculate ad frequency?
Divide impressions by reach.
Paid Media Calculator
Reach & Frequency Calculator
Calculate advertising reach, average frequency or impressions. Enter any two campaign metrics and PaidMediaKit will calculate the missing value using the standard reach and frequency formulas.
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Campaign Delivery
Enter any two fields and leave the metric you want to calculate empty.
Total number of times ads were shown.
Estimated unique people reached.
Average impressions delivered per person.
Calculated Frequency0.00
average impressions per person reached
Impressions0
Reach0
Frequency0.00
Advertising Frequency Formula
How to calculate frequency in advertising
Advertising frequency measures how many impressions were delivered, on average, to each person or account included in reported reach.
Frequency = Impressions ÷ Reach
500,000 impressions ÷ 200,000 reach =2.5 average frequency
How to calculate reach from impressions and frequency
Reach = Impressions ÷ Frequency
900,000 impressions ÷ 3.0 frequency =300,000 reach
Reach × frequency = impressions
Impressions = Reach × Frequency
250,000 reach × 4.0 frequency =1,000,000 impressions
Marketing reach calculator: what does reach mean?
Reach represents the number of unique people, accounts, households or other deduplicated entities estimated to have received at least one impression during the reporting period.
Platform reach is usually estimated.
Meta, Google, TikTok and other platforms can use different identity, deduplication and modelling methods. This calculator uses the mathematical relationship between the reported values you enter.
Is a high ad frequency bad?
Not automatically. Appropriate frequency depends on campaign objective, audience size, creative variety, buying method and campaign duration.
Frequency is a diagnostic signal, not an automatic pause rule.
Review frequency alongside CTR, CPA, ROAS, creative age and audience size before changing delivery.
Reach vs impressions vs frequency
ImpressionsTotal ad exposures
Every counted delivery, including repeated exposure.
ReachUnique exposure
Estimated unique people or entities reached.
FrequencyAverage repetition
Impressions divided by reach.
Connect reach and frequency to CPM
Reach and frequency explain how impression volume is distributed. CPM explains what those impressions cost.
Reach and frequency calculator FAQs
How do you calculate reach?
Divide impressions by average frequency.
How do you calculate impressions?
Multiply reach by average frequency.
Does reach × frequency equal impressions?
Yes, using the standard relationship between the three metrics.
Reach & Frequency GuideWant the formulas, examples and interpretation in one walkthrough?
Read the Reach & Frequency Guide →