Frequency Capping: How Often Should Someone See Your Ad?
By Adsonmarket Editorial Team ·
Seeing an ad once may not register; seeing it twenty times is irritating. Frequency capping limits how often one person sees your ad.
Pick a cap by goal
Awareness campaigns can tolerate 3–5 views per day; direct-response often works best at 1–2.
Signs it's wrong
Falling CTR over time suggests fatigue; very low reach suggests the cap is too tight.
Example
Lowering the cap
Dropping a cap from 6 to 2 per day cut impressions 40% but kept nearly all conversions, lowering cost per result.
Step-by-step
- Set an initial cap by goal
- Watch CTR trend
- Lower the cap if CTR falls
- Refresh creatives every few weeks
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