← GlossaryPaid media
Frequency Cap
A frequency cap limits how often the same user sees a given ad — for example, 3 impressions per user per week. Caps prevent creative fatigue and reduce wasted impressions on already-converted users. Meta and Google both ship default caps; advertisers should override defaults based on creative variety and audience size — small audiences with many creatives can tolerate higher frequencies.
Related terms
Other paid media terms.
ROAS
Revenue divided by ad spend for a given period or campaign.
CPC
Average paid amount per click in a campaign or ad set.
CPM
Cost per 1,000 ad impressions delivered.
CTR
Clicks divided by impressions, expressed as a percentage.
LSA
Google's pay-per-lead format for local service businesses, showing above standard search results.
CAPI
Server-side conversion event sending that bypasses browser-side tracking limits.
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