Target vs. Cap: Choosing the Right Frequency Setting for Your Campaign

Meta's new campaign-level frequency control gives you two ways to set it: a Target frequency or a hard Cap. They sound similar but serve different purposes, and picking the right one matters.

Cap: a hard ceiling

A frequency cap is a strict maximum. If you set a cap of 3 impressions per 7 days, nobody in the campaign's combined audience will see more than 3 impressions in that window, full stop. Use a cap when overexposure is a real risk you need to prevent outright, such as sensitive messaging, limited-time promotions where repeated exposure adds little value, or brand campaigns where you want a controlled, predictable frequency ceiling.

Target: a goal Meta optimizes toward

A frequency target functions more like a guideline for Meta's delivery system to aim for, rather than an absolute limit. It gives Meta's algorithm more flexibility to prioritize other delivery signals while still generally keeping frequency near your intended number.

How to decide which to use

• Use Cap when the cost of overexposure is high and you need certainty, not just a general direction.

• Use Target when you want a frequency guideline but would rather let Meta's delivery system have more room to optimize for results.

• Test both on similar campaigns if you're unsure, and compare reach, frequency, and cost efficiency between them before standardizing on one.

Neither setting is universally better. The right choice depends on whether your priority is strict exposure control or delivery flexibility.