How does the speaker say frequency is calculated?

Daniel FazioCo-Founder of Client Ascension & ListKit

The Thing People Don't Understand About Facebook Ads

29 Jul 2025 · 1 min

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0:54

Daniel Fazio explains the advertising concept of "frequency"—how often the same people see an ad—and argues high frequency creates durable brand dominance. He defines frequency in the transcript (verbatim) and illustrates with his own "cold email" personal-brand example: repeated exposure makes him the default association for that topic among his audience.

Questions this video answers

"If you divide the reach by the impressions, you get your frequency." (verbatim from transcript)

Chapters

I was listening to a Grant Cardone interview. He was talking about, like, other advertising, other businesses, and he's like, yeah, you can make all these cute ad creatives. You won't beat my frequency. But that sink for a second, you won't beat my frequency. For everybody who is not aware of what frequency means, when you send ads, you have how many individual unique humans who have seen it, and then you have the impressions. That's how many times you have appeared, right? If you divide the reach by the impressions, you get your frequency. And it's so true. Because if you were to take, like, a bunch of people on money, Twitter, and you ask them, cold email, who do you think of? Me. I have the account cold email wizard. Think of Daniel Fazio. With 132,000 humans on this planet, I have permanently etched the word cold email to my face. For them, if they ever think about cold email ever in their life, I am the default option. That level of frequency, you can't lose. When the frequency is that substantial, it's impossible.