Meta: Target Frequency is now available for ads sets

Any ad sets using Reach or Thruplay as the performance goal now have the open to enable ‘Target Frequency’ controls in Meta. Target Frequency helps advertisers set an average weekly frequency. This figure can be adjusted according to how often you wish your audience to view your ads and was previously only applicable to campaigns lasting seven days or more.

This new update means advertisers now have more control over audiences sees their ads when using ‘Reach’ or ‘Thruplay’ as the performance goal. By setting this control at ad set level, brands can expect to manage their exposure more easily, prevent ad fatigue and optimise their reach for brand awareness and engagement campaigns.

So why is this update important? Enabling Target Frequency for these ad sets gives advertisers better control over how often their audiences sees their ads. If you experience fatigue or poor engagement, it might be worth testing. The potential downside could be that setting a strict target could limit reach if the audience size or budget is low, leading to fewer impressions than expected.

We spoke to Rimzan Faiz, Asst. Client Success Manager at Meta@RoarADX

Expert opinion

Rimzan Faiz, Asst. Client Success Manager at Meta@RoarADX

"Meta’s Target Frequency update in auction buying is a big step forward for advertisers, bringing frequency control that was previously only available in reservation buying, now in auction buying too. This gives brands more control over how often their ads are shown, helping advertisers better manage reach and repetition to drive stronger campaign results. It’s especially useful for objectives like brand recall and consideration, allowing advertisers to fine-tune delivery and optimize media spend more effectively. For users, this could lead to a more balanced ad experience by reducing both ad fatigue and underexposure. Instead of seeing the same ad too often or not enough, people will receive ads at a more consistent and effective pace. This update makes auction buying campaigns more predictable and impactful, giving marketers greater flexibility to drive meaningful results."