Continuing in our Mastering the Metrics series, today we’ll define Average Frequency.
Average Frequency estimates the average number of times an individual views your ad, with the assumption that the individual has actually seen the ad. Average frequency is useful for gauging an ad’s intensity — that is, how strongly it is focused on a target audience. To calculate average frequency, divide the total number of exposures by the total number of unique individuals who have viewed the ad.
Total Exposures / Audience Members = Average Frequency
