A Frequency Cap helps you control how often your ads are shown or clicked by a single account (company). This feature ensures your ads aren’t repeatedly shown to the same users, giving you a broader reach.
Why Is This Important? #
A Frequency Cap is especially useful for dealing with companies that consistently click on your ads without converting. Often, the same companies will be overly exposed to your ads simply because they’re very active on LinkedIn, and the system keeps serving them ads again and again. However, if a company clicks on your ad multiple times without converting, continuing to show the ad to them can be wasteful. Setting a cap allows you to stop showing your ads to those accounts, cutting down on unnecessary spend and refocusing your budget on prospects that are more likely to convert.
How Does It Work? #
Once you set a frequency cap, the system tracks the number of impressions (views) and clicks for each account. If an account hits the cap, it will be excluded from your future campaigns to prevent further impressions or clicks. This helps avoid overexposure.
The frequency cap also looks at past activity. So, if an account has already reached the set limit (e.g., 25 clicks) before the cap was applied, the system will automatically exclude that account from your campaigns.
Current Limitations #
- The frequency cap applies across all campaigns combined, meaning it tracks the total impressions or clicks for an account across all of your active campaigns.
- Right now, only lifetime frequency caps are supported. We plan to add additional time periods in future updates.
Setting a Frequency Cap #
Follow these simple steps to set your frequency cap:
- Go to LinkedIn Ads Tuning → Frequency Cap.
- Decide if you want to limit impressions, clicks, or both. Check the appropriate boxes.
- Enter the maximum number of impressions or clicks.
- Click Save to apply your settings.
That’s it! Your frequency cap is now active.