What is the optimal number of ad impressions per daily unique visitor for display ads?

[Brajet]

The optimal number of display ad impressions per unique visitor per day varies by industry, campaign goals, and user behavior, but generally falls between 3 to 5 impressions. This frequency balances brand recall and user experience, avoiding ad fatigue or banner blindness. Too few impressions may lead to low engagement, while too many can annoy users and decrease campaign effectiveness. A frequency cap of 3–5 ensures your message is seen without overwhelming the audience. Testing and adjusting based on performance metrics like click-through rate (CTR) and conversion rate is essential. Ultimately, the goal is to maintain relevance and visibility while preserving user trust and interest. Ad optimization should always consider user experience alongside marketing objectives.