Why Is Frequency Increasing but Performance Is Not?
Frequency represents how often the same user sees your ad.
Some repetition is beneficial.
Too much repetition can create audience fatigue.
Signs of Excessive Frequency
You may notice:
- stable or declining CTR
- weaker conversion rates
- increasing costs
- slower audience growth
These often indicate that users have already seen the message enough times.
Potential Solutions
Consider:
- lowering frequency caps
- refreshing creatives
- expanding audience size
- introducing new messaging
If performance declines while frequency rises, the audience may simply be becoming saturated.