[Buying Item] Setting Frequency Capping in Facebook
Available with Version | 2.176 and up |
|---|---|
Role | Order Manager - Fulfilment; System Administrator |
External Systems |
1.1. Overview
We’ve expanded our Facebook integration to support Frequency Capping, allowing you to limit how often users see your ads over a specified time period. This enhancement gives advertisers more control over user experience, helping prevent ad fatigue and overexposure.
1.2. What’s New?
You can now:
Enable Frequency Capping at the Buying Item level (corresponds to the Ad Group in Facebook).
Enter two values in a new UI component:
Number of Impressions (e.g., 3)
Time Interval in Days (e.g., 7) (we replicate how the Facebook Ads platform works, allowing the Time Interval to only be expressed in days)
Ensure Frequency Capping is only available when:
Buying Order goal is set to “Awareness”, and
Buying Item optimization strategy is “Reach”
Once submitted, the Frequency Capping setting becomes read-only (cannot be edited or removed).
1.3. Why This Matters
Frequency Capping helps you:
Improve ad performance by spacing out ad impressions.
Reduce annoyance from repetitive ads to the same user.
Maintain brand reputation through thoughtful exposure pacing.
1.4. How to Use It
1.4.1. Meet the Conditions
Ensure:
Order Goal = Awareness
Optimization Strategy = Reach
These conditions unlock the Frequency Capping section in the Buying Item targeting, which otherwise will be hidden.
The two fields should be present by default in the Facebook Buying Configuration, but if they are missing, ensure to add them by editing the Buying Configuration.
Please note that the Facebook Buying Configuration allows adding the Frequency Capping field to the layout as well, but we recommend hiding it and only using the dedicated component.
1.4.2. Set Frequency Capping
Create a new Facebook Buying Item or open an existing one and press the Edit button.
Click on the Targeting tab.
Click on the pencil icon in the targeting section of the Buying item to open the targeting tree
Click on the Frequency Capping section to open the component and enter your preferred values:
Example:
1 time every 3 days
Important
To prevent misconfiguration errors, we strongly recommend using the component for setting up Frequency Capping in Facebook (and hiding the Frequency Capping field from the Buying Item Layout).
After saving the Buying Item using the component, the frequency capping value will be stored in the Frequency Capping field in the following format:
1 per 7 day
This field's content can be updated at any time, reflecting the values saved by the component. While the value can be modified and directly used to create flows, we advise against setting the value directly within the field.
1.4.3. Submit as Usual
Once your Buying Item includes the Frequency Capping settings, proceed with your Buying Order submission to Facebook as normal.
1.5. Built-In Validations
To ensure correct setup:
Values for impressions and days must be between 1 and 90
If the values exceed 90, the Save button is disabled, and a red indicator appears in the UI
The component is hidden altogether if the Buying Order Goal is not set to “Awareness”, and the Buying Item Optimization Strategy is not set to “Reach”.
Notes & Limitations
Frequency Capping is only applied at creation. Updates are not supported by the Facebook API.
We replicate how the Facebook Ads platform works, allowing the Time Interval to only be expressed in days.
You cannot delete or edit the setting once the Buying Item is submitted.
This feature is fully available in version 2.176
1.6. Need Support?
If you have questions or encounter issues, feel free to open a case in our support portal.