Frequency capping: stop burning your budget
Show the same user your offer too often and you pay for impressions that never convert. Here is how to set caps that protect ROI.
Frequency capping is the quiet lever that decides whether a pop campaign is profitable. Set it wrong and you pay, over and over, to show the same person an offer they already ignored. Set it right and the same budget reaches far more fresh users.
Why over-serving kills ROI
The first time a user sees your offer is when they are most likely to convert. The fifth time, they have already decided - but you are still paying for the impression. Without a cap, a small pool of users can soak up a big slice of your spend for almost no return.
Where to start
- Popunder: one to two views per user per day is a sensible default.
- Push and in-page push: cap by user and by campaign so subscribers are not fatigued.
- Interstitial: keep it low - the format is high-impact and easily annoying.
Tune from the data
Caps are not set-and-forget. Watch how conversion rate decays with each additional impression to the same user, and pull the cap down to the point just before the drop-off. If a GEO has limited fresh traffic, a tighter cap stretches your reach across more unique users.
The takeaway
A good cap is one of the highest-return changes you can make to a pop campaign - it costs nothing and immediately stops you paying for impressions that were never going to convert.
Launch your first pop campaign today.
Self-serve, low minimums, live in minutes. Reach real users across 220+ GEOs with popunder, push and more.