About frequency cap

Last updated: November 2025

Frequency cap allows you to set the maximum number of times a user will be shown your ad within a set period of time. You can use this to avoid overexposure or reaching a user too frequently within a short period of time, allowing you to allocate ad exposure to a broader audience. Frequency cap is one of the types of frequency control settings available in TikTok Ads Manager. Learn more about frequency control features.


Availability

Frequency caps are supported for the following objectives in all regions where TikTok Ads Manager is available:

  • Reach (auction)

  • Reach & Frequency (standard feed and Top Feed)

  • TikTok Pulse Suite


Benefits

  1. Prevent overexposure: Limit how often an individual sees your ad to avoid ad fatigue and maintain a positive viewing experience.

  2. Improve reach efficiency: Help your campaign reach more unique users by redistributing impressions once a user's cap is met.

  3. Optimize performance: Reduce wasted impressions on users who have already seen your ad multiple times without taking action.

  4. Enhance budget control: Ensure your budget is spent effectively by balancing exposure across new and existing audiences.


How to set frequency cap

You can find the frequency cap setting during ad creation for campaigns.

  1. Create an ad campaign in TikTok Ads Manager and select an objective that is supported by the frequency cap feature. Complete the campaign settings and move on to the ad group settings.

  2. In the ad group settings, under Bidding and optimization, find the Frequency cap setting.

    About frequency cap - screenshot

  3. Select the preset option or select and input a custom frequency cap setting for the number of impressions over a period of days.

  4. Complete the remainder of your ad group and ad settings where applicable.

While the campaign is active, TikTok delivers your campaign with a maximum frequency for a TikTok user based on your setting.


Best practices

Overall, higher frequency of ad exposure brings higher value in effectively refreshing your target audience's memory and increases your odds of driving key brand metrics. We recommend finding an optimal setting to most efficiently drive improvements in ad recall and brand awareness. We also recommend targeting broad audiences to increase the likelihood that the actual delivery frequency closely matches your defined target frequency. Learn more about best practices for frequency and other factors for optimizing brand awareness and ad recall.