{"id":3171,"date":"2020-12-02T16:27:49","date_gmt":"2020-12-02T16:27:49","guid":{"rendered":"https:\/\/www.adspyglass.com\/blog\/?p=3171"},"modified":"2021-10-21T15:18:12","modified_gmt":"2021-10-21T15:18:12","slug":"what-is-frequency-capping","status":"publish","type":"post","link":"https:\/\/www.adspyglass.com\/blog\/what-is-frequency-capping\/","title":{"rendered":"What is Frequency Capping and how to use it?"},"content":{"rendered":"\n

Easy explanation about the Frequency Capping parameter and best practices of its configuration at AdSpyglass (applicable for all platforms)<\/p>\n\n\n\n

Frequency Cap is an essential parameter if you\u2019re working with traffic. So, let\u2019s discuss what it is and explore a few useful tips about it.<\/p>\n\n\n\n\n\n\n\n

<\/p>\n\n\n\n

What is Frequency Capping?<\/h2>\n\n\n\n

Frequency capping is one of the essential parameters in Advertising and Traffic Management. Today we\u2019re going to tell you about the definition of this metric, how to use it, and share some insights about the expert-level setting for the Frequency Cap.<\/p>\n\n\n\n

Generally, by the term of Frequency Capping, most people mean how many times your single ad will be shown to a particular user for some specific period of time.<\/strong> Quite complicated, yeah?<\/em><\/p>\n\n\n\n

Read also: What is SSP marketplace? The easiest explainer ever.<\/a><\/p><\/blockquote>\n\n\n\n

Okay,<\/em> in other words, let\u2019s imagine that you\u2019ve set the value of \u201c4\u201d for your daily Frequency Capping parameter. It means that the number of impressions from one website visitor for one ad can\u2019t be more than 4 during one day.<\/p>\n\n\n\n

Still difficult… <\/em>But try to recall how you\u2019ve faced the cases when the same advertisement stalks you around the web\u2026(Of course, it\u2019s a bit creepy and annoying but still extremely effective.<\/em>) So, that\u2019s – a great example of Frequency Capping in action.<\/p>\n\n\n\n

How to setup Frequency Capping in the best way<\/h2>\n\n\n\n

There is a great variety of marketing theories about the number of touches before conversion. They say that you should touch 3 times with your customer before he completes his purchase. Others keep saying that 7 touches are just the perfect formula to turn your traffic into customers. In any case, the proper setup of Frequency Capping is one of the keys to success in the advertising industry.<\/strong><\/p>\n\n\n\n

Whether you\u2019re interested in CPM, CPC, CPL, or any other CPx, everyone is seeking quality traffic<\/strong>. Notwithstanding your website niche and vertical, Ad Networks will continue to work with you only if your users are engaged and active.<\/strong><\/p>\n\n\n\n

Read also: Why you should <\/a>not work with Ad Networks using fixed CPM?<\/p><\/blockquote>\n\n\n\n

Increasing Ad Performance using freq cap. Configuration of the parameter<\/h2>\n\n\n\n

So, why not increase your ad performance within a few steps? Take a look at the Frequency Capping settings in your spot.<\/strong><\/p>\n\n\n\n

1. Here\u2019s the interface of the publisher\u2019s account at AdSpyglass. For the initial step, you need to navigate to \u201cWebsites\u201d.<\/p>\n\n\n\n

\"Here\u2019s<\/figure>\n\n\n\n

2. Now, you need to press on the small green arrow icon near your website\u2019s name.<\/p>\n\n\n\n

\"Navigating<\/figure>\n\n\n\n

3. Great! As you already understood, we\u2019ve just expanded the full list of spots on your website. Now, how you might have noticed, we have the field \u201cFrequency Capping\u201d.<\/p>\n\n\n\n

Now you need to hit the blue logo with a pencil to get the ability to change the field value.<\/p>\n\n\n\n

\"Ad<\/figure>\n\n\n\n

4. Well done! Just scroll the \u201cEdit\u201d page until you reach the \u201cFrequency Capping\u201d section. Near the field, there are some quick options you\u2019re able to choose from. We have: 1:24, 2:24, 3:24, 4:24.<\/p>\n\n\n\n

Basically, the first digit stands for the number of impressions, the second digit, which is constant means 24 hours. So 2:24 will mean 2 impressions per 24 hours.<\/p>\n\n\n\n

\"Setting<\/figure>\n\n\n\n

5. Also, there is another way to set Freq Cap in case you require additional flexibility.<\/p>\n\n\n\n

So, you can choose a specific amount of seconds and save it as a time period. For example, the value of \u201c86400\u201d seconds will result in 1 impression per day (because 24 hours equals 86\u2019400 seconds). Quite simple and easy, isn\u2019t it?<\/p>\n\n\n\n

\"you<\/figure>\n\n\n\n

Read Also: Mediation Services or How to maximize your website profit?<\/a><\/p><\/blockquote>\n\n\n\n

Alternative Frequency Capping appearance<\/h2>\n\n\n\n

But, there is another place where you may come across on Frequency. Here we go:<\/p>\n\n\n\n

1. Go to Ad Mediation Tab.<\/p>\n\n\n\n

\"Ad<\/figure>\n\n\n\n

2. Scroll down to the creative you\u2019d like to edit and expand to see the full list. Just click once on the \u201cCreative\u201d bar for expanding it.<\/p>\n\n\n\n

\"Creative<\/figure>\n\n\n\n

3. Choose any Creative you\u2019d like to edit by hitting the \u201cEdit\u201d button. (Why are we so obvious??)<\/em><\/p>\n\n\n\n

\"Editing<\/figure>\n\n\n\n

4. Right after the \u201cLink URL\u201d you\u2019ll find your Frequency Capping field. You are already familiar with the options listed here. You\u2019re welcome to make your edits.<\/p>\n\n\n\n

\"Creative<\/figure>\n\n\n\n

Recommendations and best practices about using Frequency Cap<\/strong><\/h2>\n\n\n\n

Now let\u2019s discuss our recommendations and best practices about how to use the Frequency Capping parameter.<\/strong><\/p>\n\n\n\n

  • Speaking in concise words: with the increase of your Frequency Capping parameter value – your overall income should increase as well.<\/strong> But, at the same time, your CPM will decrease accordingly<\/strong>.<\/li><\/ul>\n\n\n\n
    • High Frequency Capping means a short-term investment.<\/strong> Here\u2019s why: You need to realize that after the initial income growth, you\u2019ll face worse<\/strong> behavioral factor metrics than before. Who on Earth likes a lot of ads? Don\u2019t forget that the aim of each website visitor is content. If the ratio between content and ads becomes inadequate, your users will definitely be bouncing out. And as you know, you can never wait for any income advancements if your Bounce Rate is high.<\/li><\/ul>\n\n\n\n
      • Analyze and look for the perfect balance. You can always find the answers to traffic-related questions if you know how to analyze your web traffic. Try to test different setting options for the Frequency Cap and monitor your website\u2019s performance changes. There is no one answer for everyone, but there is one instrument for figuring out this answer – Analytics.<\/strong><\/li><\/ul>\n\n\n\n

        Leveraging Frequency Capping for increasing your profits (Secret Insights)<\/h2>\n\n\n\n

        As a final accord we\u2019d like to share a few insights which we have learned from thousands of client\u2019s cases (Attention! Keep the information in secret! It\u2019s worth thousands of traffic-dollars!)<\/strong>:<\/p>\n\n\n\n

        • It is better to use the default value of your Ad Network as a starting point<\/strong> for establishing the Frequency Capping. As a result, you should avoid significant changes at the beginning of your experiments because it may cause a dramatic fall in your income. Again, the default value is your landmark. Conduct analyses and test hypotheses, but never forget your initial value.<\/li>
        • If you\u2019re using PopUnder or Interstitial ad formats, you MUST experiment <\/strong>with your settings since these types of ads are the most flexible from the perspective of Frequency Cap. Make sure that you\u2019re using the full set of available parameters because they can guarantee huge performance advancements!<\/strong> Or, if you\u2019re not so confident, you always may reach out to our experts. They\u2019ll help you to enable everything that actually works.<\/li>
        • It is highly recommended for you to choose \u201c0\u201d for the proper Frequency Capping setting if you\u2019re using the banner ad format. <\/strong>\u201c0\u201d is the right choice for both Creative and Spot environments. And here\u2019s why: There is a huge possibility that your user will often refresh the page of the website. In this case, it is better to ensure that the same ad is rotating smoothly without any additional auction iterations.<\/li>
        • Make sure that you\u2019re handling different traffic sources with different approaches. For instance, it is genius to minimize the number of advertisements on your website for organic users from search engines. In this case, you should be mostly concentrated on the engagement of your users and try your best to make users visit your website again and again. It is a really wise way to increase your website\u2019s income by playing a long-term bet, which usually pays off. Frequency capping is a worth-trying setting for this purpose.<\/li>
        • In case you\u2019re actively buying traffic to increase your amount of visitors, we have an extraordinary hint for you.<\/strong> You probably seek high ROI\/ROAS and want to multiply your marketing investments. Thus, it is better to maximize the number of ads on your website for each paid session. In this case, you\u2019ll never get a negative margin and will be growing your income from paid campaigns appropriately.<\/li><\/ul>\n\n\n\n

          Thank you for reading this article. Our team works hard to create helpful content for our users and to make everyone more educated and successful.<\/p>\n\n\n\n

          In case you require any personal assistance after reading our Frequency Capping manual, do not hesitate to reach out to our experts!<\/p>\n","protected":false},"excerpt":{"rendered":"

          Easy explanation about the Frequency Capping parameter and best practices of its configuration at AdSpyglass (applicable for all platforms) Frequency Cap is an essential parameter if you\u2019re working with traffic. So, let\u2019s discuss what it is and explore a few useful tips about it.<\/p>\n","protected":false},"author":2,"featured_media":3172,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[7,1304,53],"tags":[48,57,56,44,59],"class_list":["post-3171","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-all","category-recent","category-tips-for-webmaster","tag-ad-network","tag-adspyglass","tag-adtech","tag-advertising","tag-frequency-capping"],"acf":[],"yoast_head":"\nThe easiest explainer: What is Frequency Capping?<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adspyglass.com\/blog\/what-is-frequency-capping\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The easiest explainer: What is Frequency Capping?\" \/>\n<meta property=\"og:description\" content=\"Easy explanation about the Frequency Capping parameter and best practices of its configuration at AdSpyglass (applicable for all platforms) Frequency Cap is an essential parameter if you\u2019re working with traffic. 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