Reach & Frequency Calculator
Find average frequency from impressions and reach, and estimate impressions a budget buys at a given CPM.
- Impressions bought
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- Reach at the same frequency
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Planning estimate assuming the same frequency; use the ad platform for actual delivery.
What is the Reach & Frequency Calculator?
Frequency is the average number of times each person in your reach saw your ad. Divide impressions by reach. The calculator also converts a budget and CPM into impressions bought, and shows the reach you would get if frequency stays the same. Use it to plan campaign scale.
How it works
Frequency = impressions / reach. Impressions bought = budget / CPM x 1,000. Reach at the same frequency = impressions bought / frequency. These are averages; real delivery varies by audience and platform, and reach rarely grows in a straight line with spend.
How to use it
- Enter the impressions and reach from a past or running campaign.
- Enter the budget you plan to spend and the CPM you expect.
- Read the frequency and the impressions your budget buys.
- Adjust the budget until the reach and frequency match your plan.
Reach & Frequency Calculator — FAQ
What is reach?
Reach is the number of different people who saw your ad at least once. Impressions count every showing, including repeats.
Why not just maximise reach?
Some messages need repeated exposure to register, while too much repetition wastes budget. The right balance depends on your offer and audience.
Is the estimated reach exact?
No. It assumes frequency stays constant as spend changes, which is an approximation. Platform reach estimates are usually more precise.