What is a frequency cap?
A frequency cap is a setting that limits how many times a single person can see your ad within a set period, such as per day or per week. It prevents overexposure and wasted impressions.
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How a frequency cap works
You set a maximum number of impressions per person, along with a time window. Once someone reaches the limit, the platform stops showing them that ad until the window resets.
Caps are available on many display, video, and connected TV platforms. On some social platforms, frequency is managed through campaign goals and reservation buying instead.
Why use a cap
Without a limit, the same people may see your ad many times while others never see it. A cap spreads your impressions across more people and protects the viewer experience.
It's especially useful for remarketing, where a small audience can be shown the same ad over and over.
Choosing a limit
Start with a modest cap, then watch reach and results. If performance holds and reach grows, the cap is working. If delivery falls short of budget, you may need to loosen it.
Common questions
What is the difference between frequency and a frequency cap?
Frequency is the average number of times people saw your ad. A frequency cap is a limit you set to keep that number from going too high.
Can a frequency cap hurt performance?
If it's set too low, it can limit delivery and reduce results. If it's set too high, you risk fatigue. Adjust it based on how the campaign performs.
Does every platform support frequency caps?
No. Support and settings vary by platform and by campaign type, so check the options available for the format you're running.
What time period should a cap use?
Daily, weekly, and monthly windows are common. Pick one that fits how quickly your audience makes decisions and how long your campaign runs.
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