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Frequency Capping: Optimize Ad Reach & Engagement with Effective Limits


Frequency capping refers to a technique used in online advertising to limit the number of times an ad is shown to a particular user within a specific time period. It helps ensure that users do not see the same ad repeatedly, which can lead to ad fatigue and annoyance. By setting a frequency cap, advertisers can control the number of times their ads are displayed to each user, allowing for a more balanced and effective advertising experience.


Frequency capping is important in online advertising because it helps optimize ad reach and engagement. When users are bombarded with the same ad repeatedly, they may become less interested and more likely to ignore or even develop negative feelings towards the brand. By setting limits on ad frequency, advertisers can avoid overwhelming users and maintain their attention and interest. This can lead to higher engagement rates, increased brand awareness, and ultimately, better return on investment for advertisers.

Sample Usage

Let's say a company wants to promote a new product to potential customers. They decide to run an online advertising campaign to reach their target audience. By implementing frequency capping, they can ensure that each user sees the ad a limited number of times, let's say three times per day. This way, the ad will be seen enough to create awareness and interest, but not so much that it becomes annoying or repetitive. Frequency capping allows advertisers to strike a balance between exposure and user experience, maximizing the effectiveness of their ad campaigns.

Related Terms

Frequency capping is closely related to other concepts in online advertising, such as impression, click-through rate (CTR), and conversion rate. An impression refers to each instance an ad is displayed on a user's screen. Click-through rate measures the percentage of users who click on an ad after seeing it. Conversion rate, on the other hand, measures the percentage of users who take a desired action, such as making a purchase, after interacting with an ad. Frequency capping works in conjunction with these metrics to ensure that ads are shown to users in a controlled and effective manner.

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