Why Meta Is Capping Ad Frequency at Five

Meta is testing a new global frequency cap of five impressions per ad per user per week, a shift that could reshape how advertisers think about reach and fatigue. Lucas and Luna dig into the mechanics, the trade-offs, and what it means for small businesses and performance marketers. They explore why frequency caps have historically been a blunt tool, how the cap could force better creative discipline, and why some advertisers are skeptical about losing control. With real numbers on average frequency across industries and a look at how the change interacts with Advantage+ and campaign budget optimization, this episode gives you a practical framework for rethinking your own frequency strategy. Plus, a quick note on why this show stays ad-free and how listeners can support that if they want. #FrequencyCap #MetaAds #FacebookAds #AdFatigue #PaidSocial #PerformanceMarketing #AdvantagePlus #CampaignBudgetOptimization #Reach #CreativeTesting #Marketing #BusinessPodcast #FexingoBusiness #Business #SocialMediaMarketing #AdDelivery #DigitalAdvertising #Meta Keep every episode free: buymeacoffee.com/fexingo