Frequency Capping
A setting that limits how many times one person sees your ad in a given period.
Why It Matters
Frequency caps prevent ad fatigue and wasted spend from showing the same ad too many times.
How It Works
You set a maximum number of impressions per user per day, week, or campaign. Once the cap is reached, the platform stops showing that ad to the user and moves on to others.
Real-World Example
Setting a frequency cap of 3 per week means no user sees your display ad more than 3 times that week.
Common Mistakes
Setting caps too low and limiting reach
Not using caps on retargeting campaigns
Frequency Capping FAQs
What is a good frequency cap?
For prospecting, 2-3 per week is common; for retargeting, 5-7 per week can work.
Does Meta support frequency capping?
Meta offers frequency caps for reach and brand awareness campaigns but not for conversion-optimized campaigns.
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