Set a frequency cap

A frequency cap stops one reader seeing the same line item too often.

Steps

1. Open the line item.
2. Under Freq Cap (impressions), enter the most times one reader should see it, such as 3.
3. Under Per (hours), enter the period, such as 24.
4. Save the line item.

How the cap works

• It applies to this line item only. Each line item has its own count, so another line item in the same order can still show to that reader.
• The count is kept per publisher. A reader of two publishers' newsletters can see the line item up to the cap on each.
• The period starts at the reader's first impression. It isn't a calendar day. Once it ends, the count starts again.
• It needs the reader's email hash. A newsletter's ad tag supplies this. Without one there is nothing to count against, so the cap can't apply to that open.

With both fields empty, this line item has no cap of its own.

Separately from your cap, we stop showing a line item to a reader who has seen it many times without clicking.

What happens next

Caps apply as readers open their emails, so a cap reduces delivery. A low cap on a small audience can leave a line item short of its goal.

If something goes wrong

• A reader saw the ad more often than the cap. Check that Per (hours) is filled in. If you run on several publishers, the count is separate for each one.
• The line item is under-delivering. Raise the cap or shorten the period.