What Is the Frequency Metric in the SmartAds System?
Frequency refers to the average number of times an ad is shown to each individual user within a campaign. This metric helps advertisers answer a critical question: Are users being reminded just enough, or have they started to feel overwhelmed by repeated advertising exposure?
-
Formula: Frequency = Total Impressions (True Impressions) / Reach
Example: A Frequency of 3.0 means that, on average, each user has seen your ad three times.
Why Does Frequency Matter for Advertising Performance?
In practice, showing the same ad too many times to the same user does not increase engagement proportionally. On the contrary, once Frequency exceeds an optimal threshold, engagement often declines with each subsequent exposure.
That is why the goal is not to display ads as frequently as possible, but to deliver them at the right moment and at the right intensity, enough to reinforce recall without causing fatigue. Monitoring Frequency enables advertisers to:
-
Avoid excessive repetition that leads to irritation and negative brand perception
-
Optimize budget allocation by expanding Reach instead of concentrating impressions on the same users
-
Assess the quality of ad distribution beyond surface-level metrics such as impressions or CTR
In other words, Frequency represents the fine line between effective brand recall and being ignored due to advertising saturation.
Controlling Ad Exposure with Frequency Capping
To help advertisers actively manage Frequency, SmartAds provides the Frequency Capping feature, which limits how many times a user can see an ad within a defined time period. Frequency capping allows you to:
-
Set impression limits per user by day, week, or month
-
Apply limits consistently across multiple devices and channels
-
Distribute impressions more intelligently while preserving user experience
How to Set Up Frequency Capping on SmartAds
You can configure Frequency Capping on SmartAds in three simple steps:
Step 1: Go to the campaign creation page on SmartAds.
Step 2: Scroll down to the Budget & Schedule section and locate "Frequency Cap".
Step 3: Enable the option and enter your desired frequency limits for Day / Week / Month.
Key Considerations for Optimizing Frequency in Advertising Campaigns
Frequency optimization is not about “reducing exposure to avoid annoyance”, but about regulating the rhythm of ad appearances so they are memorable while still expanding Reach. Frequency works like tempo in music: too fast becomes noise, too slow and the melody fades. Below are proven principles for optimizing Frequency effectively, especially when running campaigns on SmartAds:
-
Align Frequency with the TOFU–MOFU–BOFU funnel stages: There is no universal “ideal” Frequency for every campaign. However, an effective Frequency typically ranges from 1.8 to 4, depending on campaign objectives and funnel stage.
-
Always enable Frequency Capping: This prevents the system from over-serving impressions to a familiar user group, ensuring better exposure control and more efficient budget distribution across environments.
Instead of repeatedly “chasing” the same user, an optimal frequency cap helps maintain a positive experience -
Avoid overly narrow targeting: Separate new users from remarketing audiences to prevent Frequency from rising passively.
-
Rotate multiple creative variations within the same campaign: This reduces repetition fatigue and enables A/B testing to identify the most effective creatives.
-
Monitor Frequency alongside Reach and CTR: If Frequency increases while Reach remains flat, this signals saturation and calls for distribution adjustments or audience expansion.
-
Do not rely on a single capping timeframe: Combine daily Frequency limits with weekly or monthly caps to balance short-term exposure control and long-term campaign sustainability.
-
Adjust Frequency based on user behavior: New users should experience lower Frequency, while users who have already engaged may tolerate higher Frequency within a shorter window.
Overall, when applied strategically, display Frequency becomes a competitive advantage, strengthening brand recall while maintaining positive user sentiment.
About SmartAds, formerly known as eClick, SmartAds is developed by FPT Online, one of Vietnam’s pioneers in digital technology and media. Through continuous innovation and a strong partnership network with leading premium publishers, SmartAds has established itself as a front-runner in elevating native advertising standards in Vietnam, while aspiring to become a trusted partner for brands on their journey to winning customers. If you are looking for an advertising solution that balances brand visibility and campaign performance, feel free to create an account and experience campaign setup on SmartAds here.
