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Frequency capping
from Google Ads
Metrics type
Units of measure
More - better
Check frequency
A feature that limits the number of times your Display or Video ads appear to the same person. Frequency is the number of times a user sees ads in your Display or Video campaign over a given time period. Frequency capping works differently on Display campaigns and Video campaigns.

For Display campaigns: When you set the frequency cap for a Display campaign, you manage the number of impressions you will allow an individual user to have on the campaign per day, week, or month.

For Video campaigns: When you set the frequency cap for a Video campaign, you set a limit for the number of impressions and/or views you will allow an individual user to have on videos in the campaign per day, week, month, or any combination. Frequency caps for Video campaigns can only be set on the campaign level.
Why it is important
This metric is important for avoiding ad fatigue, enhancing user experience, and optimizing campaign performance by controlling the frequency of ad impressions.

Advertisers can use frequency capping to strike a balance between reaching their audience and preventing overexposure, ultimately improving the effectiveness of their advertising campaigns.
The frequency you set manually
Calculation example
Frequency Capping is not typically calculated using a specific formula; rather, it is a setting that advertisers manually configure based on their campaign objectives and user experience goals. The calculation involves setting a predefined frequency limit for the number of times an individual user is allowed to see ads within a specific time period.

For example:

In a Display campaign, an advertiser may set a frequency cap of 3 impressions per day for a specific user.

In a Video campaign, an advertiser may set a frequency cap of 5 impressions or views per week for a particular user.
Affected metrics
Affecting metrics
Connecting metrics
Average impression frequency per user

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Suggested slices for dashboards
by Time Period
by Ad Format
by Audience Segment
by Ad Placement
by Campaign Objective
The revenue impact pathway
Available in JetMetrics Lite only
Questions to be Answered
1. How does adjusting Frequency Capping for Display campaigns affect user engagement and conversion rates, and what limits are best for different stages of the customer journey in the context of an e-commerce business?
2. Can the connection between Frequency Capping and customer loyalty be studied to find the right balance between keeping brand visibility and avoiding audience fatigue over time?
3. What can be learned by comparing the performance of Video campaigns with different frequency caps, and how does the frequency of ad impressions relate to video view-through rates and overall campaign success?
4. How does the effectiveness of Frequency Capping differ across different audience segments, and are there certain demographics or user behaviors that need special frequency limits to improve targeting accuracy?
5. Can the effect of seasonality or promotional events on Frequency Capping be studied to recognize patterns and make strategic changes during peak times, making sure optimal ad exposure without overwhelming the audience?
6. What is the correlation between the frequency of ad impressions and customer feedback or sentiment, and how can this data guide changes to Frequency Capping to match user preferences and expectations?
7. How does Frequency Capping contribute to overall ad spend efficiency, and what strategies can be used to reduce wasted impressions and maximize the return on investment through strategic frequency management in both Display and Video campaigns?
Possible causes of worsening
Tactics to improve this metric
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