How to use this calculator
- Enter or choose impressions.
- Enter or choose unique reach.
- Enter or choose target audience size.
- The average frequency updates as you type. Use Copy result or Share to keep it.
Method
Frequency = Impressions ÷ Unique reach; Reach % = Reach ÷ Audience × 100; GRPs = Reach % × Frequency = Impressions ÷ Audience × 100
- Unique reach
- distinct people reached (the frequency denominator)
- Audience
- size of the target audience (the reach % denominator)
Worked example
- Frequency = 120,000 ÷ 40,000 = 3.
- Reach = 40,000 ÷ 200,000 × 100 = 20%.
- GRPs = 20 × 3 = 60.
Each of the 40,000 people reached saw the ad 3 times on average, 60 GRPs against a 200,000 audience.
What the result means
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 and limits
- Reach is de-duplicated by the platform for the same date range as the impressions.
- Reach is not additive across campaigns or platforms, because the same person can be counted in each.
Questions
What is a good frequency?
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.