# Ad Frequency Calculator

> Calculate average ad frequency as impressions divided by unique reach, plus reach as a share of your audience and gross rating points.

Category: Marketing analytics · Applies to: Worldwide · Last updated: 2026-10-29
Interactive calculator: https://calculators.geekmidst.com/calculators/ad-frequency-calculator

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.

## Inputs
- Impressions (default 120000)
- Unique reach (default 40000)
- Target audience size (default 200000; optional)

## Results
- Average frequency
- Reach (% of audience)
- Gross rating points

## Formula

```
Frequency = Impressions ÷ Unique reach;  Reach % = Reach ÷ Audience × 100;  GRPs = Reach % × Frequency = Impressions ÷ Audience × 100
```

Where:
- Unique reach: distinct people reached (the frequency denominator)
- Audience: size of the target audience (the reach % denominator)

## Worked example
1. Frequency = 120,000 ÷ 40,000 = 3.
2. Reach = 40,000 ÷ 200,000 × 100 = 20%.
3. 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.

## 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.

## Related calculators
- [Cost Per Mille (CPM) Calculator](https://calculators.geekmidst.com/calculators/cost-per-mille-calculator)
- [Click-Through Rate Calculator](https://calculators.geekmidst.com/calculators/click-through-rate-calculator)
- [Engagement Rate Calculator](https://calculators.geekmidst.com/calculators/engagement-rate-calculator)
- [Ratio Calculator](https://calculators.geekmidst.com/calculators/ratio-calculator)

Source: GM¹X CalcVerse — https://calculators.geekmidst.com/calculators/ad-frequency-calculator