A limit you set on how many times the same person can see your ads in a given period. Google offers it for Display and Video campaigns, and Meta offers frequency controls on some buying options.
Example
Meera caps her Display retargeting at three impressions per person per day, so someone who browsed once is not followed around the internet all week.
How you'll hear it
“Put a frequency cap on the retargeting campaign; people are seeing it a dozen times a day.”
Don't confuse it with
- Frequency: what actually happened; the cap is the limit you set.
- Ad schedule: limits when ads run, not how often a person sees them.
Related terms
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Sources
- Frequency capping: Definition, Google Ads Help
- Measuring reach and frequency, Google Ads Help