Confirmed: tightening frequency cap 3/day to 1/day raised CVR 2.4x
A pop buyer on a utility install offer assumed more impressions meant more conversions and ran an aggressive 3/day cap.
They cut it to 1/day per user, fully expecting volume — and revenue — to tank.
— impressions fell 58%
— but conversion rate jumped from 0.21% to 0.51%
— net revenue down only 4%, while spend dropped 58%
ROI went from +11% to +49%. The 2nd and 3rd daily pop were pure waste feeding the wrong fraud signals.
— confidence: high
Pop Wire
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