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Frequency Capping

Limiting how many times a single user sees the same ad within a time period.

Definition

Frequency capping sets a maximum number of times an individual user can see your ad within a defined time period. Without caps, platforms will show your ads to the same users repeatedly, leading to ad fatigue and wasted spend.

How to Set Frequency Caps

  • Meta: Set in the ad set under "Frequency" (Reach objective only) or monitor manually
  • Google Display: Set at campaign level (impressions per day/week/month)
  • Programmatic/DSP: Set per user per time period

Recommended Caps

  • Awareness campaigns: 2-3x per week
  • Retargeting campaigns: 3-5x per week
  • Video campaigns: 1-2x per day

Examples

  • •Capping display ads at 3 impressions per user per day to prevent fatigue
  • •Monitoring Meta campaign frequency and refreshing creatives when it exceeds 3.5

Common Mistakes

  • ✕Not setting frequency caps at all, resulting in 20+ impressions to the same user
  • ✕Setting caps too low on retargeting campaigns, which reduces conversion chances
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