Frequency Capping
Frequency capping limits how many times a single person sees your ad within a set period. It protects budget and prevents ad fatigue from over-exposure.
Formula
Frequency cap = max impressions per user per time windowExample
A cap of '3 impressions per user per week' stops the same person from seeing your ad a dozen times and tuning it out.
Why it matters
Without a cap, a slice of your audience can absorb a disproportionate share of impressions, wasting spend and accelerating fatigue. Caps spread reach and keep CTR healthier.
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FAQ
What's a good frequency cap?
It depends on goal and creative, but caps around 2–4 impressions per user per week are common for awareness. Watch CTR to tune it.
Do all platforms support frequency capping?
Most major platforms offer it for reach/awareness objectives, though the exact controls vary; some auction objectives manage frequency automatically.