Frequency (in Meta ad reports)
Frequency is the average number of times each unique person in your target audience has seen your ad. For final expense, ad fatigue typically starts when frequency exceeds 3.0 over a rolling 7-day window. Below 1.5 means your audience is too large or budget too small to learn.
Find frequency in Ads Manager column dropdown > Performance > Frequency. Tracking it weekly is one of the highest-value habits for an active FE ad operator.
Frequency over 3.5 with a small audience usually means you need fresh creative or a wider audience. Frequency under 1.5 with a large audience means you need to either narrow the audience or raise the budget.
For FE specifically, the 50-85 demographic is older and processes ads more slowly than younger users. They need more touches before converting, so sustainable frequency is slightly higher than for general consumer ads.