Capping is the way we ensure that the number and frequency of campaigns shown do not become annoying for site users. This is an important concept to understand as it will help form the basis of every personalisation strategy.

Capping Types

There are 3 types of capping, all of which change the frequency at which the campaign in question and other campaigns are shown. These types are:

  • Cap by Format

  • Cap by Campaign

  • Uncapped

These types use a timeframe known as a capping window to determine when they can be shown again. By default, this window is 24 hours but it can be changed based to suit your preference.

Cap by Format

This type stops all campaigns of the same format from triggering once the campaign in question has been shown. This is primarily used for the more intrusive formats like overlays - by limiting the number of overlays shown in one 24 hour window, we can ensure that the user is not targeted continuously by what can be quite an annoying format.

It's important to note that other campaigns of this format do not need to have the same capping rule for another campaign to impact how often they are shown. Setting cap by format for all notifications, for example, would also have the same impact.

Cap by Campaign

This is the default capping option and ensure campaigns are capped to a single impression per window. This stops site users from seeing the same message multiple times in their session, despite it likely adding no more value.


As the name illustrates, uncapped campaigns show as many times as their targeting rules are fulfilled. The only limitation to how many times uncapped campaigns are shown is page load - uncapped campaigns can only show a single time within a single page load. To show the campaign again, the user must either navigate to another page or refresh.

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