Frequency rule

A Frequency rule changes how many times the same person may see a line item’s ads: “Raise or lower a line item’s frequency cap when people reach it, judged on reach and frequency for the cap’s own period.” Create one under Automation Rules › Frequency › New Rule.

A higher cap shows ads more often to the same people; a lower one spreads them across more people.

Which line items it changes

“Only line items with exactly one frequency cap, per 1 day or per 7 days, are changed; the period is kept. Line items with no cap, an hourly cap or several caps are skipped — the rule never adds or removes a cap.”

The line item must be running, and have started at least 7 days ago. Line items narrows it further to All line items, Performance+ only or Standard only.

What it reads

Besides the usual condition metrics, a Frequency rule can use three of its own:

Metric	Means
Frequency per person	How many times, on average, each person reached saw the ads
Frequency cap reached	Frequency per person ÷ the cap, as a percentage. Near 100%, most people are hitting the cap
Reach	How many people saw the ads

They follow the cap’s own period, not the rule’s window:

Cap	Numbers used
Per 1 day	The 7 days ending two days ago, counting only days Amazon has reach for — Amazon reports reach 1 to 2 days late
Per 7 days	Amazon’s 7-day total from the latest DSP sync, which counts each person once

If those numbers aren’t there yet, conditions on them are not met and the line item is left alone. The same happens when the cap was changed during that period — by anyone, DSP Automation included — because the numbers were measured against the old cap.

Performance metrics in the same rule — ROAS, for example — use the rule’s Look back window, and Minimum impressions applies to that window.

Then

Setting	Limits
Direction	Raise or Lower
By (impressions)	1 to 50
Lowest cap · Highest cap	1 to 100 impressions per person. Required

The new cap always stays between the lowest and highest cap, and the rule never moves a cap the wrong way to get there: a raising rule leaves alone a cap already above its highest, and a lowering rule one already below its lowest.

Cooldown

“After Automation changes a line item’s cap, wait this long before changing it again.” 0 to 90 days; 7 to start with.

Starting values

A new Frequency rule opens with: all line items, Frequency cap reached ≥ 90% and ROAS ≥ 2, the last 14 days skipping the latest 3 for ROAS, at least 1,000 impressions, raise the cap by 1 within 1 to 12, cooldown 7 days. Change them before you save.

New rules start switched off.

Before it sends

A run reads the line item from Amazon DSP just before sending. If it no longer has exactly one cap of the same period and the same value, the change is skipped — so a second cap added in the Amazon DSP console in the meantime is never removed.