The average frequency at which an ad is seen by users (measured as cookies, not individuals) in a given demographic bucket. A frequency of 1 means that a user was seeing an ad for the first time, a frequency of 2 means it was seen twice, and so on. A higher average means that more of your audience saw your ads multiple times, while a lower frequency means that most people saw your ad only once or twice.
Average impression frequency is calculated using the following formula:
Average impression frequency = Audience impressions / Unique audience
By default, the average impression frequency is based on whichever date range you’ve selected, but you can also specify a different time period breakdown.