Frequency Capping

Definition:
Frequency capping limits the number of times an ad is shown to the same user within a given time period.

Why it matters:
Too many exposures can cause ad fatigue or frustration, leading to declining performance. Capping maintains user experience and cost-efficiency.

Best practices:

• Cap impressions at 3–5 per user per day for awareness

• Use lower caps for retargeting campaigns

• Monitor performance drop-offs at higher frequencies