{
    "name": "Ad Frequency Calculator",
    "url": "https://calculators.geekmidst.com/calculators/ad-frequency-calculator",
    "markdown": "https://calculators.geekmidst.com/calculators/ad-frequency-calculator.md",
    "category": "Marketing analytics",
    "description": "Calculate average ad frequency as impressions divided by unique reach, plus reach as a share of your audience and gross rating points.",
    "summary": "Average frequency is how many times, on average, each person reached saw your ad: impressions divided by unique reach.",
    "also_called": [
        "Reach and frequency calculator",
        "GRP calculator"
    ],
    "applies_to": "Worldwide",
    "last_updated": "2026-10-29",
    "computation": "Results are computed in the visitor’s browser on the HTML page. This API describes the calculator; it does not compute results.",
    "inputs": [
        {
            "name": "impressions",
            "label": "Impressions",
            "type": "number",
            "default": "120000"
        },
        {
            "name": "reach",
            "label": "Unique reach",
            "type": "number",
            "default": "40000"
        },
        {
            "name": "audience",
            "label": "Target audience size",
            "type": "number",
            "default": "200000",
            "optional": true
        }
    ],
    "outputs": [
        {
            "key": "frequency",
            "label": "Average frequency",
            "format": "number"
        },
        {
            "key": "reach_pct",
            "label": "Reach (% of audience)",
            "format": "percent"
        },
        {
            "key": "grps",
            "label": "Gross rating points",
            "format": "number"
        }
    ],
    "formula": {
        "text": "Frequency = Impressions ÷ Unique reach;  Reach % = Reach ÷ Audience × 100;  GRPs = Reach % × Frequency = Impressions ÷ Audience × 100",
        "variables": {
            "Unique reach": "distinct people reached (the frequency denominator)",
            "Audience": "size of the target audience (the reach % denominator)"
        }
    },
    "worked_example": {
        "inputs": {
            "impressions": "120000",
            "reach": "40000",
            "audience": "200000"
        },
        "steps": [
            "Frequency = 120,000 ÷ 40,000 = 3.",
            "Reach = 40,000 ÷ 200,000 × 100 = 20%.",
            "GRPs = 20 × 3 = 60."
        ],
        "result": "Each of the 40,000 people reached saw the ad 3 times on average, 60 GRPs against a 200,000 audience."
    },
    "interpretation": "Frequency is an average: some people may have seen the ad once and others ten times. Rising frequency with flat reach usually means you are saturating the audience.",
    "assumptions": [
        "Reach is de-duplicated by the platform for the same date range as the impressions."
    ],
    "limitations": [
        "Reach is not additive across campaigns or platforms, because the same person can be counted in each."
    ],
    "rules": null,
    "faqs": [
        {
            "question": "What is a good frequency?",
            "answer": "It depends on the goal, creative and channel. Test it: watch CTR and conversion rate as frequency rises and look for the point where they fall."
        }
    ],
    "sources": [],
    "related": [
        {
            "name": "Cost Per Mille (CPM) Calculator",
            "url": "https://calculators.geekmidst.com/calculators/cost-per-mille-calculator"
        },
        {
            "name": "Click-Through Rate Calculator",
            "url": "https://calculators.geekmidst.com/calculators/click-through-rate-calculator"
        },
        {
            "name": "Engagement Rate Calculator",
            "url": "https://calculators.geekmidst.com/calculators/engagement-rate-calculator"
        },
        {
            "name": "Ratio Calculator",
            "url": "https://calculators.geekmidst.com/calculators/ratio-calculator"
        }
    ],
    "disclaimer": null,
    "publisher": "GM¹X CalcVerse"
}