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KPIs from A to Z: A as in Ad Frequency

This is the first article in a series that – yes, you guessed right – will continue until Z and shows how we enjoy working with data to be creative and always make the right decisions.

Regardless of the channels on which you run ad campaigns, the ad frequency can be calculated as follows:

Ad Frequency = Impressions / Reach

The number that you get should be assessed primarily regarding the targeting, platform and objectives.

Case study: Snack content for Swiss Life thought leadership

Starting point: Long-form articles about the ageing society, a self-determined life and related topics are published on the Swiss Life content hub. Social media is used to generate website traffic and engagement around this content from audiences in Germany, France and Switzerland. It’s a content marketing initiative that clearly goes beyond the products and services and follows thought leadership objectives.

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