Reach and Frequency
What is R&F?
Reach and Frequency (R&F) is an alternative buying type in Meta Ads that gives you predictable, guaranteed delivery at a fixed CPM. Unlike Auction buying (where costs fluctuate in real-time), R&F lets you plan campaigns in advance with precise control over how many people see your ad and how many times. You lock in the audience size, frequency cap, and schedule before the campaign launches, and Meta guarantees delivery at the agreed price.
Example
A consumer brand planning a product launch books a Reach and Frequency campaign to reach 5 million people with an average frequency of 3 over two weeks at a fixed $8 CPM. The total cost is predictable: (5M x 3 x $8) / 1,000 = $120,000. The brand knows exactly what they will spend and what reach they will achieve before the campaign even starts.
Industry Benchmarks
| Platform / Segment | Value | Note |
|---|---|---|
| Minimum Audience | 200,000+ | R&F requires large audiences |
| CPM (R&F) | $6 – $15 | Fixed, often slightly higher than auction |
| Booking Window | 1 – 90 days ahead | Must plan in advance |
| Max Frequency | Customizable | Exact cap per user |
R&F requires large audiences
Fixed, often slightly higher than auction
Must plan in advance
Exact cap per user
Benchmarks are approximate averages and vary by industry, targeting, season, and geography.
Optimization Tips
- 1
Use R&F for brand awareness campaigns where predictable reach and controlled frequency matter more than cost efficiency.
- 2
R&F works best for audiences of 200,000+ people. Smaller audiences should use Auction buying.
- 3
Lock in your R&F booking during low-competition periods (Q1, Q2) to secure favorable CPMs before seasonal price increases.
- 4
Combine R&F for awareness (top of funnel) with Auction buying for retargeting (bottom of funnel) in a full-funnel strategy.
Related Terms
Frequently Asked Questions About R&F
Track Your R&F in Real Time
Adship gives you a unified dashboard to monitor R&F, optimize campaigns, and improve performance across Meta and TikTok.