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The Frequency Capping Rules Every Meta Account Should Have

Kumakshi Verma 3 min readJune 28, 2024

Prospecting: no cap

Meta's algorithm already manages frequency for prospecting. Manual caps hurt delivery.

Retargeting: cap at 3-5 per week

Above 5, audiences get fatigued and costs spike. Cap and rotate creative frequently.

Brand campaigns: cap at 2 per week

Brand is about reach, not repetition. Higher frequency erodes goodwill faster than it builds awareness.

#Paid Marketing

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