Use campaign-level frequency caps to control how many times a user is served ads across all tactics in a campaign on the Canvas (new experience). Campaign-level limits apply automatically to every tactic in the campaign.
- You can set frequency caps at the tactic level. Click here to learn how.
Steps to open a campaign
- Open a campaign on the Canvas (new experience).
- Go to the top of the canvas and confirm the New experience toggle is switched on.
- Click the campaign block. A new window displays.
- Go to the Frequency caps heading.
| 🟦 The New experience toggle is hidden for illumin clients who joined after August 25, 2025. |
Steps to apply a frequency cap
Click the Add button to create a new frequency cap for the campaign.
Enter custom settings
- Click the Limit to field and enter how many times a user can see the ad.
- Set the interval (e.g. per day or week).
- Click the Add button again if you want multiple limits.
- Scroll to the bottom and click the Save button.
| 🟪 To maximize performance and ensure your campaigns are as effective as possible, enter a frequency cap limit. Without a limit, each user in the audience might be served the ad over and over. |
Steps to apply caps to multiple campaigns
To apply the same settings to other campaigns:
- Click the Apply to other campaigns link.
- In the new window, use the checkboxes to select campaigns to update.
- Click the Apply button.
- Return to each campaign’s Frequency caps section to confirm your changes.
FAQs
What does a campaign-level frequency cap control?
A campaign-level frequency cap limits how many times a user sees ads across all tactics in a campaign. The cap applies automatically to every tactic, which helps control exposure, reduce fatigue, and protect reach consistency without manual setup on each tactic.
How does a campaign-level frequency cap affect campaign delivery?
A campaign-level frequency cap restricts delivery once a user reaches the limit. If the cap is too low, campaigns may stop serving to eligible users, which can appear as a campaign not spending even when budgets and bids remain active.
Can marketers still use tactic-level frequency caps?
Yes, marketers can apply tactic-level frequency caps in addition to campaign-level caps. The campaign-level cap acts as the ceiling across tactics, while tactic-level caps allow more granular control within specific placements or channels.
Where do marketers edit campaign-level frequency caps?
Marketers edit campaign-level frequency caps from the campaign block on the canvas when the New experience toggle is enabled. The Frequency caps section allows custom limits by interval, such as per day or per week.
How can the same frequency cap apply to multiple campaigns?
The Apply to other campaigns option copies frequency cap settings to selected campaigns. Marketers select campaigns in a modal and apply changes, then confirm each campaign to ensure consistent exposure control.