What is the direct impact of increasing the 'Frequency' metric in a Facebook Ads report?

Increasing the 'Frequency' metric in a Facebook Ads report means that each person within your target audience is seeing your ad more times on average. A higher frequency can lead to increased brand recall and awareness, as users are repeatedly exposed to your message. However, it can also lead to ad fatigue, where users become annoyed or desensitized to your ads, resulting in decreased engagement rates (like click-through rates) and a potentially negative impact on brand perception. For instance, if your ad frequency is 1, it means each person in your audience has seen your ad once on average. If it increases to 3, each person has seen it three times on average. While initially beneficial for awareness, continually increasing the frequency without refreshing the ad creative or audience can cause performance to decline as users become less responsive to the repeated exposure.