Frequency Cap is a limit on how often a user can see an ad during a defined time period.
It matters because most visitors do not convert on the first visit. Retargeting terminology helps teams create thoughtful follow-up sequences, avoid wasted impressions, and respect audience exclusions and privacy expectations.
Example
Where supported, a campaign can limit impressions for a recognized user over a selected period. Monitor actual delivery as well as the setting, because available controls and identity coverage differ by platform and campaign type.