In the context of Facebook Ads, what does 'frequency' refer to?

In the context of Facebook Ads, frequency refers to the average number of times an individual user sees a particular ad over a specific period. This metric is crucial for advertisers because it helps assess how often their message is being delivered to the same audience. A higher frequency can indicate that the ad is being shown repeatedly to the same users, which can lead to brand recognition and recall, but it may also result in ad fatigue if the audience grows tired of seeing the same content repeatedly.

Understanding frequency allows advertisers to strike a balance between brand exposure and the risk of alienating users through overexposure, making it a key component in the overall strategy for reaching and engaging the target audience effectively.