Problem
Ad frequency plays a critical role in conversion performance. Showing ads too few times may not be enough to drive action, while excessive exposure can lead to diminishing returns, wasted spend, and ad fatigue.
However, advertisers often struggle with:
Not knowing how many times a user should see an ad before converting
Overexposure of users across long campaign durations
Lack of clarity on whether higher frequency is actually improving performance or just inflating impressions
This challenge is especially important for Amazon DSP, where advertisers can actively control frequency caps.
Solution
The Optimal Frequency Conversion Report in Amazon Marketing Cloud (AMC) analyzes user performance across different impression frequency buckets (e.g., 1 exposure, 2 exposures, … 10+ exposures).
It helps identify:
The frequency range where conversions peak
Where performance plateaus or declines
Whether current frequency settings are efficient or wasteful
This report is available for both Sponsored Ads and Amazon DSP data, but is primarily actionable for DSP.
What You Get in This Report
1. Impression Frequency and Conversions – Line Chart
A visual comparison of:
Impressions in each frequency bucket (bar)
Purchase Rate (%) (line)
What this helps you see:
How conversion rate changes as frequency increases
Whether higher exposure is improving or hurting performance
Frequency thresholds where returns start diminishing
2. Impression Frequency and Conversions – Table View
A detailed breakdown by frequency bucket including:
Impressions
Detail Page Views
Purchases & Units Sold
Product Sales
Purchase Rate (%)
Reach %
Automated insights explaining exposure and conversion behavior
This table allows you to validate trends seen in the chart with precise numbers.
Sponsored Ads vs DSP Usage
Amazon DSP (Highly Actionable)
DSP allows frequency cap control at both:
Line item level
Order level
This report directly informs:
Optimal frequency caps
When to reduce exposure to prevent wasted spend
Whether awareness or retargeting campaigns are overexposing users
👉 This report is most valuable for DSP advertisers.
Sponsored Ads (Limited Actionability)
Sponsored Ads users cannot control frequency
There is no option to limit how many times a user sees ads from Sponsored campaigns
As a result, Sponsored Ads users can mainly use this report for diagnostic or insight purposes, not direct optimization
Actions to Take Based on the Report
1. Optimize DSP Frequency Caps
If conversion rates peak at a certain frequency (e.g., 3–5 impressions) and decline beyond that:
Set frequency caps closer to the optimal range
Avoid excessive exposure (e.g., 10+ impressions with low conversion lift)
2. Reduce Wasted Spend from Overexposed Users
If a large share of impressions and reach falls into the 10+ frequency bucket with minimal conversions:
Lower frequency caps
Reallocate budget toward reaching new or less-exposed users
Best Practices for Using This Report
Always configure this report at the Campaign or Campaign Label level
Avoid running it at overly broad account or portfolio levels for long time ranges
Why this matters:
Over long durations, users are exposed across multiple campaigns
This significantly increases the likelihood that most users fall into the 10+ impressions bucket
As a result, insights become skewed and less actionable
Scoping the report correctly ensures:
Cleaner frequency distribution
More accurate identification of optimal exposure levels
Better DSP optimization decisions