Frequency Cap

A frequency cap is a campaign setting that limits the number of times a single user is exposed to a specific mass tort advertisement within a defined time window, such as per day, week, or month. In mass tort advertising, frequency caps are used to prevent ad fatigue among high-intent audiences—such as users researching a specific drug or device injury—while controlling wasted spend on users who have already converted or disqualified themselves. Proper cap configuration is critical in tort campaigns because over-exposure can erode brand credibility with potential claimants and inflate cost-per-signed-case metrics.