A Facebook Ads feature that displayed audience saturation metrics—specifically first-time impression percentages—has apparently been removed or relocated. This data previously helped advertisers identify when ad fatigue was setting in by showing how many people were seeing ads for the first time versus repeatedly.
Current workarounds suggested:
Monitor frequency and reach metrics in the Ads Manager Insights tab as proxies for saturation
Create custom reports tracking impressions versus reach over time to identify patterns
Use the Audience Overlap Tool to detect repeated exposure to the same users
Consider third-party analytics tools that may still track similar metrics
Status: The discussion remains open with one user expressing concern that Facebook may have removed this feature intentionally, as showing less effective ads still generates revenue for the platform. No official confirmation exists about whether the feature was permanently removed or simply moved.
Summarized with AI on November 2.
AI used: claude-sonnet-4-5-20250929.
So we used to able to click on the ‘inspect tool’ or ‘insights’ for an Adset to see some really useful information about the Adset.. The Audience Saturation data was particularly useful as it would show you the number of first time impressions.. that is the percentage of people seeing your ad for the first time. This figure would drop as more and more people in your audience would have seen your ad. When it got too low you knew that you needed to change or expand your audience otherwise ad fatigue sets in as you are showing the same ad to the same people again and again…
Facebook seems to have removed access to this data!
Or at least I cant find it anywhere anymore! Does anyone know where we can find this data now?
The cynic in me thinks that Facebook removed it because it lost them money. They don’t care if your ads get less effective.. they still make the money.
It sounds like you’ve encountered some frustrating changes in Facebook Ads Manager regarding audience saturation data. While Facebook frequently updates its platform, it can be challenging to keep track of where specific metrics go.
Where to Find Audience Saturation Data Now1. Ad Insights – Check Ads Manager > Insights tab. While you might not see “Audience Saturation” anymore, look at frequency and reach—these can give you an idea of how often people are seeing your ads.
Custom Reports – Set up a report in Ads Manager with impressions vs. reach over time to spot patterns.
Audience Overlap Tool – Helps you see if you’re hitting the same users too often.
Third-Party Tools – Some external tools still track this kind of data, so it might be worth exploring integrations.
