Ad frequency capping lets you limit how often your ad is shown to the same person (or bot). It’s not just about reducing annoyance — it’s also a key defense against click fraud.
How fraud exploits repeated impressions:
- bots or competitors repeatedly click your ads;
- same device/IP clicks several times;
- budget burns without increased conversions;
- Google or Meta see it as engagement and show more.
Benefits of capping:
- reduced fraud activity;
- better budget control;
- improved real-user experience;
- broader audience reach with same budget.
Best practices:
- Set a cap of 1–2 impressions/day per user.
- Analyze repeat clicks from single devices.
- Use AntiClick to detect recurring IPs.
- Test different caps to see what converts best.
