Frequency cap defines how often you wish to display ads to the same user, within a given time-frame.
Our default setting of 20 times within 24 hours is a great starting point.
Example:
A frequency cap of 3 impressions per 12 hours means that each visitor will see your ads a maximum of 3 times within 12 hours.
This process works via cookies, which are used to remember a visitor’s impression count.
For brand awareness campaigns, increasing this number is a good idea.
For performance or direct response campaigns, keeping the frequency cap between 10 and 20 is typically ideal.
From a performance perspective, increasing or decreasing your frequency cap may impact your CTR and the conversion rate.