Check if you’re showing the same ads to the same people.
Read frequency against reach, to tell over-serving from an audience that has run out.
The problem.
Past a point, each extra impression to the same person costs the same and returns less. The dashboard doesn’t show the annoyance it causes.
What you can do in Orphex.
Which Meta ads have the highest 7-day frequency, and is their cost per purchase rising with it? Leave retargeting out.
Orphex reads 7, 14 and 28-day frequency and reach for each ad.
Your assistant separates over-serving from an audience that has run out, since they need different fixes.
Any change you ask for, like wider targeting, arrives as a preview. Meta only takes a new frequency cap before a campaign starts.
What you’ll see
Which Meta ads have the highest 7-day frequency, and is their cost per purchase rising with it? Leave retargeting out.
Two ads are over-served and losing efficiency. One audience has stopped growing, so a cap won’t help there. It needs a wider audience.
| Ad | Frequency, 7 days | Reach | Read |
|---|---|---|---|
| UGC · Morning run | 4.8 | Flat | Audience used up |
| Static · 20% off | 4.1 | Growing slowly | Over-served, losing efficiency |
| Video · Trail test | 3.6 | Growing | Over-served, losing efficiency |
| Carousel · New colors | 3.9 | Growing | High, still efficient |
The result.
What Orphex reads for you
- 7, 14 and 28-day frequency per ad
- Reach over the same windows
- Cost per purchase, CTR and CPM
Turning it into a change
- Any change you ask for, like wider targeting, arrives as a preview.
- Meta only takes a new frequency cap before a campaign starts.
Frequency counts views, not attention. It points to saturation. It doesn’t prove people are annoyed.
Ask it another way.
Are we over-serving the same people on Meta?
Is our audience too small?
Which ads have the highest frequency, and is it hurting results?
Questions.
Is there a frequency number that’s too high?
No universal one. Your assistant reads frequency against your own ads.
Will a cap help when the audience is used up?
No. When reach has flattened, widening the audience helps more than capping.
Related skill
Orphex Meta Delivery & Audience Review
Review Meta ad-set delivery, audience context, reporting status, and mature outcome trends to identify supported constraints and bounded tests.
Try it on your own account.
Free plan: 3 connected accounts, 250 reads and 50 actions a month. No card needed. Changes must be switched on for your workspace.