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Creative
Frequency Cap
A limit on how many times a single user sees your ad within a time period. Prevents creative fatigue, wasted impressions, and negative brand perception from overexposure. Lower caps for prospecting, higher caps tolerated for retargeting. Platform-level frequency caps are blunt instruments; campaign-level caps give more control. Without caps, algorithms optimize for cheap impressions, often by repeatedly showing ads to the same engaged users until they stop engaging.
Why it matters
It is the direct control on repetition, and the main cost of setting it too tight is under-delivery rather than waste.
In practice
Set it from your own fatigue curve, not from a default. Find the frequency at which conversion rate starts falling and cap just below it.
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