"More impressions, more conversions"

"More impressions, more conversions"

Myth: "Uncap frequency — the more times they see the ad, the more likely they convert."

The chats run frequency wide open and watch raw conversions tick up, then declare victory. They're confusing total conversions with marginal efficiency. In dating, the second and third impression do real work — recognition, intent-building. By impression six or seven the same user is converting at a fraction of the cost-efficiency, and you're paying full CPM to nag people who already decided no. Your blended numbers still look positive because the early, cheap conversions are subsidizing the expensive late ones.

The damage hides in your scaling. When you push budget, the algorithm has nowhere to go but more frequency on the same exhausted pool, and your true marginal CPA balloons even as the average looks stable. You scale into a wall and blame the offer.

The lever isn't on or off — it's finding the frequency where marginal conversions still pay, then forcing reach instead of repetition past it.

Reality: Uncapped frequency buys cheap early conversions and expensive late ones in the same bucket, hiding the exact point where your scaling stops working.