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Facebook AD Frequency - Whats considered HIGH?

Hi All.

on a few of my retargeting ADs, I am seeing an Ad Frequency of 2.64

  1. What does everyone consider High FB Ad frequency? Greater than 2?

  2. What do you do when you get high AD freq?

(i) change copy?
(ii) change image?
(iii) stop AD?
(iv) anything else?

Thanks everyone for sharing.