About frequency caps

Frequency caps are limits on how often ads can be shown to someone.

• We use these limits because we want to ensure that each person using our platforms sees interesting, relevant and diverse content.
• These limits represent maximums. If and how often your ad is shown, depends on many factors, including your ad set's targeting and our ad auction. To see how often your ads are actually being shown on average, check the Frequency column in Meta Ads Reporting.
• In general, it's easier for someone to be shown an ad for the first time than it is for them to be shown the same ad again.

If you'd like more control over how often people can see your ad within a certain period of time, you can adjust your frequency cap with reach and frequency buying or create an auction buying ad with the awareness objective and reach optimisation.