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Why Your Facebook Ad Frequency Is Killing ROAS
Season 1
Episode 4
Published 1 month, 2 weeks ago
Description
In this episode of Performance Marketing with Fexingo, Lucas and Luna tackle one of the most overlooked levers in paid social: ad frequency. Using a real case from a DTC brand that saw ROAS drop by 40% after hitting a frequency of 6.2, they explain why frequency burns audiences faster than ever — especially after Meta's algorithm changes. They break down the math: why a frequency above 3 often signals wasted spend, how to calculate the 'frequency ceiling' for your specific audience size, and three tactical fixes — audience layering, creative rotation, and frequency caps that actually work in the current delivery system. No theory. Just numbers you can apply today.