Reach, frequency and media pressure: no universal threshold

There is no universal frequency cap. A defensible setting depends on the audience, time window, budget, objective, measurement method, privacy conditions and the commercial response that is being observed. A number copied from another campaign is not a decision rule.

Replace one setting with a comparison

Describe several budget and frequency options, then trace expected unique reach, repeated exposure, marginal cost and the response horizon for each. Keep targeting, calendar, outcome definition and privacy regime comparable. A lower immediate cost does not automatically make an option preferable if later response or audience quality changes.

Treat privacy as a measurement condition

Privacy restrictions can change which signals remain observable and comparable. When a comparison no longer shares the same population, window or economic definition, the correct conclusion is not zero effect but unavailable evidence. Document the missing signal and keep the setting experimental.

Make the decision reversible

Define the segment, metric, guardrail and review date before increasing pressure. Retain a higher cap only when incremental response remains observable against cost and fatigue risk; pause or revert when comparability fails. This is a documented educational method, not a reproduced empirical result or a universal platform recommendation.