Ad Frequency the average number of times each unique user sees your advertisement. Optimal frequency ensures awareness without causing ad fatigue.
Dashboardly calculates Ad Frequency from your live TikTok Shop data — pulling actual orders, fees, refunds, and returns so the number you see matches your P&L.
Optimal: 2-4x for awareness. 4-7x for conversion. Above 8x: likely ad fatigue.
Frequency = Total Impressions / Unique Reach
TikTok's native reports use attributed metrics with click- and view-through windows. Dashboardly calculates Ad Frequency from actual order revenue, deducting refunds and returns for a truer number that matches your real P&L.
Ad Frequency is a leading indicator — check it daily if you're running ads or running pricing experiments, weekly otherwise. Dashboardly tracks Ad Frequency automatically so you don't have to pull exports.
See how Ad Frequency works in practice in Customer Lifetime Value Strategies for TikTok Shop: Complete 2026 Guide.
The average number of times each unique user sees your advertisement. Optimal frequency ensures awareness without causing ad fatigue.
300,000 impressions / 100,000 reach = 3.0 frequency
Optimal: 2-4x for awareness. 4-7x for conversion. Above 8x: likely ad fatigue.
The average number of times each unique user sees your advertisement. Optimal frequency ensures awareness without causing ad fatigue.
Dashboardly connects to your TikTok Shop and calculates this metric plus 30+ others per SKU. No spreadsheets. No manual math.
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