+6 votes
What are the max frequency and first-time impression ratio scores to watch out for when analyzing audience saturation in an adset? If the frequency exceeds this threshold, what are the best strategies to adjust?
by (550 points)

1 Answer

+2 votes

IMO it's important to distinguish between audience saturation and creative saturation for this assessment. 

-> Creative saturation -> typically this happens when your creative is seen by everyone in the audience - and creative performance starts to deteriorate(typically that means worse CTRs, CPAs, ROAS-es). I typically find that this starts to happen around a frequency of 1.8 - 2 -> but really I'm looking at CTRs, CPAs, ROAS-es to ascertain creative saturation.

You typically remedy this by adding new creatives - could be either:
        -> variants of current winners(videos with diff thumbnails, display ads with diff backgrounds etc.)

        -> completely new ad creatives.


-> Audience saturation -> You see this when you ad set level performance does not improve even after you implement creative refreshes to combat creative saturation. In my experience this starts to happen at a first-time-impression ratio of under 50% on a sustained basis -> although again much like creative saturation I'm looking at performance metrics to see if they continue to stay down after I implement creative refreshes.

If I'm seeing sustained audience saturation, then I typically start expanding to or testing new audiences -> this Quantmar thread should offer some inspiration: https://quantmar.com/434/What-best-examples-facebook-lookalikes-that-work-campaigns

by (2.3k points)