Use tactic-level frequency caps to control how many times a user is served ads from a campaign on the Canvas (new experience). Tactic-level limits must be manually entered. By default, campaign-level settings apply to each tactic.
- You can set frequency caps at the campaign level. Click here to learn how.
Steps to open a tactic
- 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 left-hand menu.
- Expand the campaign folder.
- Select the tactic you want to edit. A new window displays.
| 🟦 The New experience toggle is hidden for illumin clients who joined after August 25, 2025. |
Steps to disable campaign default settings
Switch off the toggle to enable tactic-level frequency cap settings.
- Go to the Frequency caps heading.
- Switch off the Use campaign settings toggle.
| 🟪 If the campaign does not have a frequency cap, the toggle does not appear. Instead, the page displays a Campaign caps not set. Configure message. Click the Add button to create custom tactic-level settings. |
Steps to apply a tactic-level frequency cap
- Go to the Frequency caps heading.
- Click the Limit to field and enter how many times a user can see your ad.
- Set the interval (e.g. per day or week).
- Click Add again if you want multiple limits.
- Scroll to the bottom and click the Save button.
Steps to apply a cap to multiple tactics
To apply the same settings to other tactics:
- Click the Apply to other tactics link.
- In the new window, use the checkboxes to select tactics to update.
- Click the Apply button.
- Return to each tactic to confirm the changes.
FAQs
What are tactic-level frequency caps in the illumin Canvas?
Tactic-level frequency caps limit how often a user sees ads from a specific tactic. These caps override campaign defaults when enabled. Marketers use them to control exposure by channel, format, or tactic without changing campaign-wide settings.
How do marketers enable tactic-level frequency caps?
Marketers enable tactic-level frequency caps by disabling campaign default settings within a tactic. This action unlocks custom frequency fields. The change allows direct entry of limits and intervals at the tactic level.
Why does the Frequency caps toggle not appear?
The toggle does not appear when no campaign-level frequency cap exists. The interface shows a Campaign caps not set message instead. Marketers must add a custom cap at the tactic level to proceed.
How do marketers apply the same frequency cap to multiple tactics?
Marketers apply the same frequency cap by using the Apply to other tactics option. This tool copies settings across selected tactics. Each tactic should be reviewed after application to confirm accuracy.
When should marketers use tactic-level caps instead of campaign caps?
Marketers use tactic-level caps when tactics require different exposure limits. This approach supports varied channels, audiences, or creative strategies. Campaign-level caps remain better suited for uniform exposure control.