Q: Manager said the offer hit its cap and I had to pause. What's a cap?
A: A cap is the maximum number of conversions (or budget) the advertiser will accept in a period, daily, weekly, or total. Once you hit it, extra conversions either don't pay or pay late.
Two flavors:
— Hard cap: conversions past the limit are rejected. Sending more traffic = burning money.
— Soft cap: they still track it, may pay, but you're not guaranteed.
Why advertisers cap: they're testing quality, or they only have so much budget/inventory.
Always ask your manager: "What's the daily cap and what time zone does it reset?" Then schedule your spend to fit inside it.
Short version: Cap = conversion limit. Know the number and reset time, or you'll send traffic for free.
More Qs? Drop them.
Offer Clinic
@OfferClinic
My offer got "capped." What does that even mean?
This post was published in the Telegram channel Offer Clinic. Subscribe here: @OfferClinic.