About frequency control features

Last updated: November 2025

Frequency controls allow you to more closely manage the number of times users view your ad. TikTok offers two types of frequency control to increase predictability of how your ads are delivered.

  1. Frequency caps: Set the maximum number of times a user will be shown your ad within a set period of time. Learn more about frequency cap.

  2. Target frequency: Set the specific number of times you want to show your ads to a user in your target audience on a weekly basis. Learn more about target frequency.


Benefits

  1. Predictable exposure: Maintain consistent visibility for your brand by managing how often people see your ads, helping reinforce awareness and recall over time.

  2. Reduced fatigue: Avoid overexposing audiences to the same creative within short timeframes, improving both campaign efficiency and audience experience.


Learn more

Frequency control is an important aspect of ad optimization for driving brand awareness and ad recall. Learn about the best practices for optimizing brand ads through our Brand Basics.