What is the primary reason for implementing Frequency Capping on Retargeting Campaigns, beyond preventing ad fatigue?

Beyond preventing ad fatigue, the primary reason for implementing frequency capping on retargeting campaigns is to optimize return on ad spend (ROAS) by preventing wasted ad impressions on users who are unlikely to convert, allowing budget to be allocated to more promising potential customers. Retargeting campaigns target users who have previously interacted with a website or ad. Frequency capping limits the number of times a specific user sees an ad within a given timeframe. While preventing ad fatigue (where users become annoyed by seeing the same ad too many times) is a benefit, the core strategic reason is efficient budget allocation. By limiting the frequency, you avoid showing ads repeatedly to users who have already made a purchase or are demonstrably uninterested, even after multiple exposures. For example, showing an ad 20 times to someone who bought the product after the first exposure is wasteful. Frequency capping allows you to reallocate those saved impressions to other potentially converting users or to other marketing initiatives, maximizing the overall effectiveness of your advertising spend and improving your ROAS. It ensures that the budget is focused on reaching users who are still in the consideration phase or haven't yet made a decision, rather than repeatedly bombarding users who are already customers or are unlikely to convert regardless of ad frequency.