Meta recently introduced a new Auction-based ad feature: the ‘Target Frequency’ option. This addition gives advertisers greater control over how often people see their ads within Awareness and Engagement campaigns, previously available only for ‘Reservation’ ad buys.

Here’s a Bram Van der Hallen’s breakdown of the two frequency control options now available:

1. Frequency Cap

The ‘Frequency Cap’ option lets you set the maximum number of times, on average, that a person will see your ad over a set period. It’s a more traditional way of limiting ad exposure to ensure you’re not overwhelming your audience.

2. Target Frequency (New)

With ‘Target Frequency,’ you can specify the average number of times your audience should see your ads each week. This allows you to build up frequency within a select audience, ensuring a consistent number of impressions each week.

Key requirements for using Target Frequency

If you plan to use ‘Target Frequency,’ keep in mind these requirements:

• Your campaign must run for at least 7 days.
• A lifetime budget is necessary (daily budgets are incompatible).
• The ‘Advantage campaign budget’ must be disabled.
• Bid control settings cannot be used.

This new option is ideal if you want a steady, impactful ad presence within the same audience, especially for brand awareness or engagement-focused campaigns. By setting a consistent frequency, you can help ensure your message resonates more effectively with your target audience.

Learn more about Target Frequency here.