Set a Frequency Cap on a Reach Campaign

Set a Frequency Cap on a Reach Campaign

Frequency is how many times one person sees your ad. Too often and they tune out or get annoyed. On Reach campaigns you can cap it. Here's how.

— First: choose the Reach objective; the frequency cap option appears mainly here.
— Next: at the ad group level, find Frequency Cap and set something gentle, like once every 3 days.
— Then: pair it with a wider audience, since a tight audience plus a cap can choke delivery.
— Finally: refresh your creative every couple of weeks so even repeat viewers see something new.

A common mistake is capping hard on a tiny audience, which starves the ad group of impressions.

Don't worry if delivery dips; widen the audience and it recovers.

Try this: set one cap at every-3-days and watch how reach spreads. You're protecting your audience's patience, and that's smart.