Free tool · Ad planning

How often do you
want to be seen?

The reach planner shows how audience size, budget and frequency fit together. See what it costs to be visible every week.

01

Your plan

Enter figures from Meta Ads Manager. No ad account is connected.

people
EUR

Use the platform's estimated audience for your chosen area and targeting.

A CPM of €10 is a worked example. Ideally use the CPM from a comparable campaign.

×
1 time6 times

Average impressions per person reached, over 7 days. You can enter up to 20.

EUR

How much of the audience do you want to reach?

%
1%100%

50% is selected as a starting point. 100% means the whole audience is included in the calculation. The choice is an assumption, not a forecast from the platform.

02

The budget you need

Estimate

—per 30 days
—per day
—per week
—

Impressions with your weekly budget
—
Estimated reach at target frequency
—
Frequency at planned reach
—

Assumes a fixed CPM and that the budget is spent. Actual reach and frequency depend on delivery.

Brand building on Meta

A starting point to test

Source reference · 2021

50–70% coverage

The Facebook authors give this range in WARC. Above 70%, CPM rose significantly. That does not mean extra reach has no value.

2–5 impressions per week

The article describes a weaker effect at low frequency and a levelling off around 5. The right level depends on the brand, the ads and the audience.

This is a historical Meta reference, not a rule for dental clinics or other platforms. Weekly coverage of 60% is a worked example chosen here. 2–3 impressions are options to compare, not documented as best on a small budget.

Source: Buckley and Price, WARC, 24 May 2021. Full text may require a subscription.

Same audience. Different frequency.

What if you increase the frequency?

—

Cost at different weekly frequencies with the same audience and CPM
Frequency per weekImpressionsPer dayPer weekPer 30 days

Ad spend only, excl. VAT and agency fees. A month is calculated as 30 days. CPM is held constant across all options.

How to read the plan

Two impressions on average.
Not two for everyone.

A weekly frequency of 2 means the people you reach see your ads twice on average. Some may see them once, others several times. People you don't reach are not counted.

The calculator works out the cost of the reach you choose. It does not promise that everyone in the audience sees the ad at least twice. Higher coverage or frequency can also change the actual CPM.

Where do I find the figures?

Use the audience estimate from the ad platform's targeting. For CPM, use the cost per 1,000 impressions from the reporting for a comparable campaign and period. If the platform gives a range for the audience, try both the lower and the upper value.

Meta is selected by default. You can use figures from TikTok, Snapchat or other platforms in the same way. This version uses manual figures.

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