About target frequency
Target frequency allows you to manage how often your ads are shown to each user on TikTok. By setting a desired average number of impressions, you can better control how often your audience sees your ads in order to build awareness, improve recall, and reinforce brand messaging. TikTok's delivery system then optimizes pacing to help achieve that exposure level, balancing reach and frequency throughout the campaign. This helps advertisers maintain consistent visibility without over-delivering to the same users.
Target frequency is one of the types of frequency control settings available in TikTok Ads Manager. Learn more about frequency control features.
Benefits
Consistent brand exposure: Better control how often your audience sees your ads in order to build awareness, improve recall, and reinforce brand messaging.
Controlled reach and impact: Balance impressions across users to avoid overserving the same audience while maintaining steady visibility.
Improved campaign predictability: Gain clearer expectations of how often your target audience will see your ads, making it easier to plan and measure brand outcomes.
Availability
Target frequency is supported for the following objectives in all regions where TikTok Ads Manager is available:
Reach and Frequency (standard feed only)
Reach (auction)
How to set target frequency
You can find the target frequency setting during ad creation for campaigns.
Create an ad campaign in TikTok Ads Manager and select an objective that is supported by the target frequency feature.
Complete the campaign settings and move on to the ad group settings.
In the ad group settings, under Bidding and optimization, find the Target frequency setting.
Select one of the options for target frequency in the drop-down list.
Complete the remainder of your ad group and ad settings where applicable.
Once the target frequency is set and the campaign is published, TikTok delivers your campaign using your settings at the TikTok user level over a discrete 7-day window. For example, if you set a target frequency of 3 times every 7 days for a 9-day campaign, there will be two 7-day windows: days 1-7, and days 8-9 (with a proration for the second window based on the number of days). TikTok aims for an average weekly frequency 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.
