Definition
Frequency Cap
A limit on how many times a notification or ad is shown to the same visitor within a given time period. Prevents notification fatigue and maintains effectiveness.
What does Frequency Cap mean?
A frequency cap is a configured limit on how many times a specific notification, ad, or message is shown to the same visitor within a defined time window, preventing the same content from appearing repeatedly in a short period.
Why does Frequency Cap matter?
It matters because repeated exposure to the same message quickly produces diminishing returns and can shift from persuasive to irritating, a phenomenon sometimes called banner blindness or notification fatigue, which can damage trust rather than build it if left unchecked.
How is Frequency Cap applied in practice?
It is set within a notification or ad platform's configuration, specifying a maximum number of impressions per visitor per period, and its effectiveness is measured by comparing engagement and conversion rate at different cap levels to find the setting that maximizes impact without triggering fatigue.
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Where this fits
Frequency Cap sits in the conversion rate optimization part of the NotiProof resource network.
Read the Conversion Rate Optimization guide