Frequency is impressions divided by reach. If it says 2.4, the average person who saw your ad saw it 2.4 times.
Rough ranges
- Prospecting, 7 days: 1.5 to 3 is common. Above 3.5 is worth a look.
- Retargeting: higher is normal, often 4 to 8, because the audience is small.
- Awareness and Reels: can run higher without hurting results.
Do not read it alone
High frequency with steady cost per result is fine. High frequency with rising cost and falling CTR is the signal to refresh creative.