Frequency Cap

A frequency cap limits how many times one user can see your ad within a set period.

You set the cap at the ad set level and Quora stops serving your ad to a person once they hit that number of impressions inside the window. It is how you keep the same reader from being shown the same creative until it stops registering.

You cap delivery at three impressions per user per day so a heavy Quora reader is not hit with the identical ad a dozen times before lunch.

A cap set too low starves delivery, especially on small audiences. Frequency and reach trade against each other; a tight cap on a narrow audience leaves the system with almost no one left to serve. People clamp the cap to one or two and then blame the targeting when spend collapses.

Cap the fatigue, not the delivery.