# Check Meta frequency before it becomes a problem

> Tier: recipe. Operating recipe: real tool sequence, core rules, known traps.

The frequency read: who is seeing ads too often, prospecting and remarketing judged by different bars.

**Intent.** Frequency by ad set against tolerance, with reach context.

## When to use

- Weekly on always-on accounts.
- When CPMs drift and creative is suspected.

## When not to use

- One bar for everything: remarketing runs hot by design.

## Sources

Required: Meta Ads

## Preconditions

- The account is ticked in the dashboard, confirmed via list_accounts.

## Inputs

- `window`: Analysis window. Default: last 30 days.

## Procedure

1. Pull frequency, reach and spend by ad set. — tools: `meta_get_insights`
2. Separate prospecting from remarketing before applying thresholds. — tools: `meta_get_adsets`

## Decision rules

- **When** Prospecting frequency exceeds 4 on 7 days with declining CTR → **conclude** Route to creative-fatigue with the ad set named.
- **When** Remarketing frequency is high but CPA holds → **conclude** Working as designed: log, do not fix.

## Evidence requirements

- Every figure carries its account, metric and window.
- Anything below a readable sample size is reported as unjudged, not as zero.

## Human approval boundary

- The readout changes nothing. Any change it motivates goes through Safe Writes: preview, human confirmation, then apply.

## Failure modes

- Frequency over a long window flattens spikes: read 7-day, not 30-day, for saturation.

## Output

- **Readout**: The figures, with windows and accounts named.
- **Flags**: What deserves a deeper skill or a human decision.

## Related

- Skill: [creative-fatigue](https://www.getmcpads.com/skills/creative-fatigue.md)