Setting frequency caps that actually protect CPA

Setting frequency caps that actually protect CPA

The playbook for capping exposure before fatigue eats margin. Frequency = avg times one person saw your ad.
— Step 1: pull the frequency-vs-CPA curve in a custom report, 30d window.
— Step 2: find the inflection point — where CPA bends upward. Usually 2.5-3.5 on cold.
— Step 3: set the cap one notch below that (reach-and-frequency buying or rule-based for auction).
— Step 4: refresh creative when you hit the cap rather than raising it.

Fatigue-onset basis, 40 accounts: cold audiences bend at freq 2.8 / warm at 4.5 / retargeting at 7+. Below those, CPM holds; above, CPA climbs ~12% per full point.

Read: the cap isn't a limit on reach — it's a trigger telling you to ship new creative.