Frequency Cap

A frequency cap limits how many times one person can see your ad from a given ad group over a set window.

You set the cap at the ad group level on a 24-hour, 7-day, or 30-day basis, and X stops serving to anyone who has hit the limit, spending that budget on new people instead. You choose the number and the window, and the platform enforces it.

You set a cap of two impressions every seven days on a reach campaign. Someone who has already seen your ad twice this week drops out of delivery until the window resets, so your spend moves to fresh users. Open the ad group settings, read your current cap, then check average frequency in Ads Manager against it.

Caps live on only a few objectives. Frequency capping is available on reach, engagement, video views, and pre-roll views, not on every campaign type, so a conversions campaign will not give you this lever. Do not assume the control is there; pick the objective that supports it.

Cap the repeats, spend the difference on reach.