Frequency Cap

A frequency cap is a delivery control that limits how many times one user sees your ad over a set window.

You set the cap at the ad group level, choosing a number of impressions per time period. Once a user hits that ceiling, delivery to them stops until the window resets, which spreads spend across more people instead of hitting the same accounts again and again.

You cap a prospecting ad group at three impressions per user per week, so no single Redditor sees that ad a fourth time inside the week.

Capping too tight starves learning. People crank the number down to fight fatigue and throttle delivery so hard the system cannot optimize; on a small audience a low cap can choke the whole ad group.

Cap the annoyance, not the delivery.