YUNJI Agency
Registered Member
- Jul 10, 2026
- 71
- 16
Noticed a handful of comments over a couple weeks along the lines of "seen this like ten times now" under the same retargeting ad. not a huge volume of comments, maybe six or seven total, but enough to make me actually check the frequency number instead of ignoring it.
Average frequency on that retargeting set was sitting around 6.2 over a 7-day window, higher than i'd normally let it drift without noticing.
Added a frequency cap bringing it down closer to 4, swapped in two more creative variants so the same face wasn't showing up every time. cpa on that ad set dropped about 12% over the following two weeks, can't rule out the new creatives themselves contributing to that rather than just the frequency cap alone, both changed at the same time.
The part i keep thinking about is that i only caught this because people happened to comment. curious how much frequency fatigue sits under the radar on other accounts where nobody bothers typing a complaint.
Average frequency on that retargeting set was sitting around 6.2 over a 7-day window, higher than i'd normally let it drift without noticing.
Added a frequency cap bringing it down closer to 4, swapped in two more creative variants so the same face wasn't showing up every time. cpa on that ad set dropped about 12% over the following two weeks, can't rule out the new creatives themselves contributing to that rather than just the frequency cap alone, both changed at the same time.
The part i keep thinking about is that i only caught this because people happened to comment. curious how much frequency fatigue sits under the radar on other accounts where nobody bothers typing a complaint.