In this episode of Facebook Ads with Fexingo, Lucas and Luna explore the hidden mechanics behind Facebook's ad frequency cap — the tool that prevents your ads from stalking customers into oblivion. They break down what frequency actually measures (average exposures per person), why Meta's default settings often lead to over-saturation, and how smart marketers set caps to balance reach and recall. Using a real-world example of a DTC skincare brand, they walk through the sweet spot of three to five impressions per user per week, the trade-offs with cost per result, and the risks of setting caps too low. They also compare frequency caps with ad scheduling and audience quality score, showing how they interact. By the end, you'll know exactly how to test frequency caps in Ads Manager, read the frequency column, and avoid the classic mistake of capping too early. If you've ever wondered why your ads feel like they're stalking your audience, this episode is your fix.
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