Daily Unique Reach: How To Limit Your Facebook Ads Frequency

If you use Facebook Ads in your business, then you MUST be aware of frequency – i.e the number of times you ad has been shown to your target audience during a specified time frame.

There’s no set guidelines of what advert frequency is good and what’s bad, but the real key is to ensure that you’re not overwhelming your audience with your advert.

You know how annoying it is when that same advert appears over and over again in your newsfeed? After a while you many even stop seeing the advert altogether – often referred to as ‘ad blindness’. From my own personal experience I tend to find most  Facebook ads start to ‘burn out’ after they have reached a frequency over 2.

Luckily, in order to help us tackle this problem, Power Editor have created a solution called ‘Daily Unique Reach’. I first heard about this new feature from the awesome Jon Loomer  – do make sure you check out his post on Daily Unique Reach for a much more in-depth explanation, however for now here is my quick overview of the new feature…

What is Daily Unique Reach?

You may have noticed that with the recent updates to ad sets and ads in the Power Editor, you’ll find a new option: Daily Unique Reach.

Choosing Daily Unique Reach will mean your advert is served to people only once per day. Once you’ve selected this option, you then have to choose the maximum amount you are prepared to spend to reach 1,000 people.

How Does It Work?

When you use Daily Unique Reach Facebook will show your advert a maximum of once per day to as many people as possible within your designated audience.

This means that if reach a user once with your advert in any placement (e.g. desktop, mobile or right hand column), you won’t reach them again with your advert that day – making sense?

In a nutshell once you’ve selected this option, your advert will now be shown to individual people no more than once per day, which is AWESOME.

But here’s the kicker.

Facebook will now NOT optimize for your desired action (e.g website click, website conversion etc), so the chances of people performing your action goes down.

So before you get started, there’s a few things you should consider:

1) Don’t approach this any differently than you normally would. Remember that like CPM – Daily Unique Reach isn’t optimized for your desired action. How much reaching 1,000 people is worth to should be the same as what you’d normally pay for CPM.

2) Consider your ad placement carefully  – as your advert will only ever be shown once per day regardless of placement, you want to ensure your advert is being shown in the right place.

3) Keep audiences small and ensure that every person you’re targeting is a red hot prospect – for example your email list could be a good option for Daily Unique Reach.

Now you understand the power of Daily Unique Reach and how you can use it, open your Power Editor and start playing!

Remember to check out Jon Loomer’s post for a more in-depth review of Daily Unique Reach.


  • Dr. Julian P. Keogh

    Reply Reply April 20, 2015

    I loved your explanation of this, I have seen some other blogs out there which have given some ridiculously questionable advice….trying to peddle nonsense saying that you should optimise for those likely to click forward to the website, especially if your “brand” is unknown. I did this and my ad ended up getting served about 20 times to my potential leads. If I was getting that kind of attention I would start getting annoyed. I would rather get somone who is less likely to click, simply because they find what I have to offer much more relevant to their needs. Bring on Daily Unique Reach.

    • Emma

      Reply Reply April 21, 2015

      Thanks Dr.Julian – I am glad you found it useful and thanks for taking the time to comment 🙂

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