Frequency Caps for Facebook Ads: What Are They and How Should You Set Them?

Max Engler
June 14, 2021

If you’re in the social advertising world, you might’ve run into this issue: you’re getting negative comments on your Facebook Ads, because your ad was shown to the same person too many times.

Luckily, there’s a way to prevent this and lower your Facebook ad frequency. And the answer lies in mastering Frequency caps for Facebook ads.

Read our article to learn more about frequency caps for Facebook ads and how to set them.

What Are Frequency Caps?

To avoid flooding the same people with the same ads within a brief time span, Facebook Advertising introduced Frequency caps. A frequency cap is the maximum number of times your ad can be displayed to one user over a specific period of time.

This option is a simple way to limit the number of times a user sees your ad on their newsfeed.

So, why are frequency caps even important? The short answer is because they affect your overall reach, as well.

Here’s how.

When you choose a lower frequency cap, your ad will appear less frequently to a bigger number of people. On the other hand, if you choose to show your ad more frequently, it’ll appear more often to a lower number of users.

What you’ll opt for depends on the goal of your campaign, as well as the different audiences you’re targeting. For example, if you’re looking to raise brand awareness and reach new users, you’ll choose a low frequency around 2. If you’re retargeting to users familiar with your brand, you might want to keep the frequency a bit higher, around 4 or 5.

How to Set up Frequency Caps for Your Ads

To set up frequency caps for your ads, follow the steps below.

Step 1: Set up the Daily Unique Reach

  1. Select Campaigns and click on Create.

  2. Choose the goal of your campaign.

  3. Go to Optimization for Ad Delivery and click the button next to it to open a drop-down menu.

  4. From this menu, select Other Options, then Daily Unique Reach.

That will allow you to show your ad to your selected audience once a day.

Step 2: Create Automated Rules

  1. Open the Ads Manager.

  2. Choose a specific campaign in which you want to create the rule.

  3. Select the Rules button to open a drop-down menu.

  4. Click Create a New Rule and continue adjusting the rule settings according to your needs.

  5. Enter a name for the rule in the Rule Name field.

  6. Choose whether to apply the rule to all active campaigns or that specific one only.

  7. Under Conditions, set up the desired frequency cap and a time range for the rule.

Would you like to track how many times users have taken action on the ad during a specific time period? Navigate to the attribution window and adjust configuration for views and clicks.

In the same window, you can adjust a schedule for your rule. Choose if you want it to run:

  1. As frequently as possible – typically every half an hour,

  2. Daily, at a specific time, or

  3. Choose particular days and times when you want to run the rule.

What’s Your Campaign Goal?

Facebook frequency caps give you more control over your ad. Where you’re going to set it depends on your campaign goals.

Want to reach as many people as possible? Set it lower. Want to target fewer people, but more frequently? Set the cap a bit higher.

But not too high—because setting up a frequency cap is also a great way to avoid annoying people by spamming them with your ad, which is never helpful no matter what your campaign goal is.

Boost Your Facebook Ads Performance

Beyond frequency caps, there are so many ways you can optimize your Facebook ad campaigns and boost your performance. Learn more about how you can build successful e-commerce ads on Facebook—and how to make this part of a great social advertising campaign.


Max Engler
Manager, Search & Social Advertising

Max Engler is a Minnetonka, Minnesota native who trekked to Indiana University for college. When he’s not working in digital marketing, Max enjoys researching and reselling men’s clothing. He nerds out over the different label designs on the back of T-shirts.

Ready to Take the Next Step?

Our digital marketing services will take your business to the next level.

Start your journey with a free site audit.