About frequency control features

You can use frequency control features for certain campaign types in order to more closely set the number of times that a user is exposed to your ad, including maximum and target frequencies. This allows you more control and predictability over your campaigns.

Features

• 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.

• Target frequency allows you to set the specific number of times you want to show your ads to a user in your target audience on a weekly basis. The system will optimize to meet this target frequency. You can use this when following your internal requirements and guardrails, or when following TikTok's best practices for brands, called Brand Basics.

Availability

• Frequency cap:

  • Regions: all where TikTok Ads Manager is available

  • Campaign type: brand auction (reach objective), Reach & Frequency (Top Feed and standard feed), Pulse suite

• Target frequency:

  • Regions: all where TikTok Ads Manager is available

  • Campaign type: Reach & Frequency (standard feed only)

How to select frequency controls

You can select frequency controls at the ad group level when setting up your campaign in TikTok Ads Manager. Learn how to create an ad group.