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Quick Fix
Performance

Frequency keeps going up and reach drops. What is happening?

Rising frequency and falling reach mean you have exhausted the readily available audience. Meta has reached everyone it can reach efficiently and is cycling back to show the same people the same ad again.

What this means

Rising frequency and falling reach mean you have exhausted the readily available audience.

Quick steps
  1. Check frequency trend (above 6-7 on cold audience is saturation)
  2. Check reach curve over past 7-14 days
  3. Compare audience size to daily budget ratio
  4. Check CTR week over week for decline alongside rising frequency

Run the diagnostic

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