Knowledge base · Advertising
Frequency capping
Frequency capping limits how often the same person sees your ad within a period.
Repetition helps recall, but after a number of impressions the effect flips. Click-through drops and irritation rises, while you keep paying for every view.
A cap sets a maximum, for example three times per week per person. The optimum differs per stage: higher at the top of the funnel than in retargeting.
How we do it
We set caps per campaign and stage, and watch frequency as a signal for creative wear.
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