Playbook: dialing in frequency caps on pop so you don't burn the user
Wrong cap and you either starve volume or torch your CR. Tune it:
— Start at 1 impression / user / 24h, measure CR. That's your clean baseline.
— Loosen to 1/12h and 1/6h on separate days; plot CR decay. The cliff is your true cap.
— Most pop verticals die past ~3 daily hits to the same user — repeat pops don't convert, they annoy.
— Set the cap per CAMPAIGN, not per zone, or overlapping zones double-serve one user.
— Tighten the cap as you scale bid; more spend = more accidental re-serves.
— confidence: high
Pop Wire
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