Target frequency
- Updated October 28, 2026
Target frequency is one of Meta's two frequency controls. You pick a number of impressions per person per week, and Meta aims to deliver that many on average, so more of the people you reach see the ad that often. It suits campaigns that need repetition, such as a launch. It is an average, so some people will see the ad more times than the target and some fewer.
How does Meta define target frequency?
Meta's page About frequency controls for auction says it "aims to deliver a specific number of impressions per person per week, helping you build frequency toward the same audience." Further down it spells out the average:
When you set your target frequency, we'll aim to deliver that many impressions per person per week on average. This helps you deliver your ads more frequently to the same people, ensuring more of your audience sees your ad the number of times you specify.
The other control, a frequency cap, only sets a ceiling. Target frequency steers delivery toward a number; a cap stops it past one. Both act on frequency, Meta's average of impressions divided by reach.
When can you use target frequency?
In an auction campaign, a campaign has to meet both of the conditions Meta lists under "Target frequency is available for":
| Condition | Meta's wording |
|---|---|
| Goal, budget and bidding | "Campaigns and ad sets that use Reach or ThruPlay as the performance goal, have lifetime budgets, and that don't have a bid control." |
| Length | "Campaigns that are between 7-90 days." |
A notice at the top of the same page adds: "Target frequency is not currently available when using the ad recall lift, 2-second continuous video views, or post engagement performance goals."
A daily budget or a bid cap rules it out, and Reach and ThruPlay are the only goals Meta names. The control sits on the campaign when Advantage+ campaign budget is on and on each ad set when it is off, never both.
Meta suggests it when you "Want to remain top of mind with customers", "Have more complex messaging or creative storytelling", or "Are launching a new product".
How does target frequency work in reservation campaigns?
In reservation, Meta's fixed-price buying type, target frequency is the default. Meta's frequency controls for reservation page says it "is a new frequency control and the default frequency control for reservation campaigns", and that it is "for campaigns that are 7 days or longer" and "best for campaigns between 2 to 4 weeks".
The same page shows how wide the average can spread. In its 14-day example, "44% of people are projected to see your ad four times, 15% three and five times, 12% once and twice, and 3% six times throughout the full campaign period." It also names the trade: "Increasing your average frequency reduces the overall number of people you're able to reach."
Is target frequency available in auction?
Meta's pages disagree. The auction article above documents it for Reach and ThruPlay goals. Meta's Choose the right buying type for your brand campaign page lists "Target frequency (default)" and "Frequency cap" for reservation and only "Frequency cap" for auction. The auction article is the page written about the controls, and it carries a current-availability notice, so check your own setup against its two conditions first.
What it means for your ads
- Use it when repetition is the goal. If you want reach and just don't want anyone flooded, a cap fits better.
- Check Meta's two conditions before looking for the setting: a Reach or ThruPlay goal with a lifetime budget and no bid control, and a campaign of 7 to 90 days.
- Plan creative for the number you set. Three impressions a week of one image is three looks at the same picture, and Meta's creative fatigue status tracks cost per result, which rises when people tire of an ad.
Common mistakes
- Reading the target as a promise for each person. Meta's 14-day example puts 44% of people at four impressions, but 12% at one and 3% at six.
- Choosing it for a conversion campaign. The goals Meta lists are awareness and engagement goals only.
Sources
- About frequency controls for auction — Meta Business Help Center (accessed October 28, 2026)
- About frequency controls for reservation — Meta Business Help Center (accessed October 28, 2026)
- Choose the right buying type for your brand campaign — Meta Business Help Center (accessed October 28, 2026)
Availability varies by account, and Meta revises these pages without notice, so check the source before relying on any of it.
Terrads makes several distinct image ads from one brief, so a weekly target can rotate between pictures instead of repeating one.