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Frequency cap

A frequency cap limits how often one person sees the same ad in a period. It protects against wear out and wasted reach.

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Definition

A frequency cap limits how often one person sees the same ad in a period. It protects against wear out and wasted reach.

How to use it

Not every platform offers a hard cap for every objective. Where it does not, watch frequency in the report and refresh creative when it climbs.

A cap that is too low can reduce reach in a small audience, so set it with the audience size in mind.

Related terms

Ad frequency Creative fatigue Hook rate

Go deeper

Creative fatigue signals and what to do about them

Fatigue rarely shows up as one big drop. It shows up as several small signals that move together.

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