Frequency Cap

A Frequency Cap limits how many times the same user is shown your ad within a set period.

You set the cap at the campaign or ad set level, and the system stops serving to a user once they hit the limit in the window. It exists to control repeat exposure, which matters more on LINE than on browsing feeds because placements like the chat list sit in a surface people open many times a day. You use it to protect against fatigue and wasted impressions on people who have already decided.

An advertiser seeing rising frequency and falling click rate on a chat-list ad sets a cap of a few impressions per user per week, and cost per result recovers as spend shifts to fresh reach.

No cap is a slow leak. Without a limit, a shrinking core audience eats a growing share of impressions, your averages look fine, and you are quietly paying to annoy the same people. Watch the frequency number, not just the aggregate cost, before fatigue shows up in results.

Repetition has a ceiling. Set it.