Frequency caps are limits on how often ads can be shown to a person.

• We use these limits because we want to ensure that each person using our platforms sees interesting and relevant content.
• These limits represent maximums. If and how often your ad is actually shown depends on many factors including your ad set's targeting and our ad auction. To see how often your ads are actually being shown on average, tick the "Frequency" column in ads reporting.
• In general, it's easier for someone to be shown an ad for the first time than it is for them to be shown the same ad again.

In Facebook News Feed, a person won't see ads from a single Page or app more than once every two hours. In Instagram feed, a person won't see an ad from the same advertiser (whether the ad was initially seen in Instagram feed or Stories) more than once every three hours. In Instagram Stories, a person won't see an ad from the same advertiser (whether the ad was initially seen in Instagram feed or Stories) more than once every six hours

* Nguồn: Facebook