How can I determine Frequency?

A frequency cap is a parameter set on a creative to limit how often a device is exposed to a specific ad. It's the maximum number of impressions you can serve to a unique device for per Impression Cap Hours set. 

When viewing reporting, ad frequency is determined by calculating total impressions (how many times the ad was display) divided by total reach (the number of unique devices that saw it). Note: This is not a metric that is provided in our exportable reporting files. 

Setting a Frequency Cap

1. Edit Ad Group
2. Navigate to Ad Creatives
3. Check the box for Impression Frequency Cap (You may set frequency cap for each ad creative)

We recommend starting with a cap of 5 impression caps per day (5 Impression Cap in 24 hours).

Use Case & Best Practices

Frequency caps prevent ad fatigue by limiting how often an individual sees the same ad. This helps maintain a positive user experience, especially if running the same for a long duration in the same location. They can also be used to expand a campaign’s reach by encouraging the system to serve ads to new devices.

For optimal performance and reach, it's best to avoid using frequency caps at campaign launch and for short campaign durations. This allows the system to gather initial data and optimize ad delivery before applying a frequency cap based on campaign performance and insights.