Frequency Cap
Definition
A campaign setting that limits the number of times a single user sees a specific ad within a defined time window, preventing overexposure and negative brand experiences from ad fatigue.
Context
There is no universal recommended frequency for Reddit. A common starting point is 3–5 impressions per user per week for awareness campaigns and 1–2 per week for retargeting. Frequency analysis should be part of weekly optimization reviews — look for correlation between rising frequency and declining CTR or rising negative comment volume.
Relevance to Reddit
Frequency capping is especially critical for community-targeted campaigns with small addressable audiences. Reddit users openly call out repetitive ads in comment sections — and those comments remain on the Promoted Post, visible to every subsequent viewer. Set frequency caps before launch, monitor comment sentiment, and refresh creative regularly in narrow audience campaigns.
