What is Frequency Capping?
Frequency capping is an advertising control that limits the number of times a single user sees the same ad within a specified time window. It helps balance reaching your audience enough to make an impact while avoiding ad fatigue that can hurt brand perception and campaign performance.
Without frequency caps, some users may see your ad dozens of times while others never see it at all, wasting budget and annoying potential customers.
Why Frequency Capping Matters
- Prevents Ad Fatigue: Users become blind to or annoyed by overexposed ads
- Improves Efficiency: Reallocates wasted impressions to new users
- Protects Brand: Reduces negative sentiment from overexposure
- Increases Reach: Budget goes further with more unique users
- Maintains Performance: CTR and CVR stay healthier longer
Recommended Frequency Caps
| Campaign Type | Daily Cap | Weekly Cap |
|---|---|---|
| Brand Awareness | 5-7 | 15-25 |
| Performance/UA | 3-5 | 10-15 |
| Retargeting | 2-4 | 8-12 |
| Video Campaigns | 1-3 | 5-10 |
| High-Frequency (Gaming) | 5-10 | 25-35 |
Ad Fatigue Warning Signs
Watch for declining CTR, increasing CPI, and negative feedback. If you see these trends, tighten your frequency caps and refresh your creatives.
Frequency Capping Strategies
Per Campaign
Set caps at the campaign level to control total exposure from a single campaign. Most common approach.
Per Ad Group/Ad Set
Control frequency at the ad group level when running multiple variations targeting the same audience.
Per Creative
Limit individual creative exposure to test multiple creatives fairly and prevent single-creative fatigue.
Cross-Campaign
Advanced setting that limits total brand exposure across all campaigns to a user. Available on some platforms.
Pro Tip: Frequency-Based Bid Adjustments
Some DSPs allow you to bid less for users who've already seen your ad multiple times. This preserves reach while reducing cost per incremental impression.
Frequency by Ad Format
| Format | Tolerance | Recommended Cap |
|---|---|---|
| Banner Ads | High | 5-10/day |
| Interstitial | Low | 2-3/day |
| Rewarded Video | Medium | 3-5/day |
| Native Ads | High | 5-8/day |
| Playable Ads | Low | 1-2/day |
Best Practices
- Start Conservative: Begin with tighter caps and loosen if needed
- Monitor Reach vs Frequency: Track the balance in your reporting
- Test Different Caps: A/B test frequency settings to find optimal levels
- Rotate Creatives: Fresh creatives allow for higher frequency tolerance
- Adjust by Funnel: Awareness can be higher than conversion campaigns