What does the frequency metric in Ads Manager tell you about ad performance?

The frequency metric in Ads Manager indicates the average number of times a user has seen an ad. A higher frequency suggests that the same users are seeing the ad repeatedly. While some repetition can reinforce a message, excessively high frequency can lead to ad fatigue, where users become annoyed by seeing the same ad too often, potentially decreasing engagement and hurting brand perception. For example, a frequency of 1.5 means that, on average, each person in the targeted audience has seen the ad 1.5 times. A frequency of 5 or higher might signal a need to refresh the ad creative or refine the targeting to avoid audience fatigue.