{"id":2390,"date":"2016-11-16T10:47:56","date_gmt":"2016-11-16T10:47:56","guid":{"rendered":"https:\/\/academy.mobidea.com\/?p=2390"},"modified":"2018-05-07T11:00:18","modified_gmt":"2018-05-07T11:00:18","slug":"capping-mobile-campaigns","status":"publish","type":"post","link":"https:\/\/www.mobidea.com\/academy\/capping-mobile-campaigns\/","title":{"rendered":"4 Reasons Why Advertisers Are Capping Your Mobile Campaigns"},"content":{"rendered":"<div class=\"mobid-before-content\" style=\"margin-top: 5px;margin-bottom: 5px;margin-left: auto;margin-right: auto;text-align: center;\" id=\"mobid-338363453\"><div class=\"mobid-adlabel\">Advertisement<\/div><a data-no-instant=\"1\" href=\"https:\/\/www.mobidea.com\/academy\/recommends\/banner-placement-1\/\" rel=\"noopener nofollow\" class=\"a2t-link\" target=\"_blank\" aria-label=\"da\"><img src=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2022\/09\/da.gif\" alt=\"\"  class=\"no-lazyload\" width=\"730\" height=\"90\"   \/><\/a><\/div><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title ez-toc-toggle\" style=\"cursor:pointer\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.mobidea.com\/academy\/capping-mobile-campaigns\/#introduction\" >Introduction<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.mobidea.com\/academy\/capping-mobile-campaigns\/#1-controlling-the-number-of-leads\" >1.\u00a0Controlling the Number of Leads<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.mobidea.com\/academy\/capping-mobile-campaigns\/#2-controlling-their-budget\" >2.\u00a0Controlling their Budget<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.mobidea.com\/academy\/capping-mobile-campaigns\/#3-monitoring-if-theyre-not-overspending\" >3.\u00a0Monitoring if they\u2019re not Overspending<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.mobidea.com\/academy\/capping-mobile-campaigns\/#4-testing-the-traffic-quality-of-some-affiliates\" >4.\u00a0Testing the Traffic Quality of some Affiliates<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.mobidea.com\/academy\/capping-mobile-campaigns\/#what-about-monthly-capping\" >What about Monthly Capping?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.mobidea.com\/academy\/capping-mobile-campaigns\/#conclusion\" >Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"introduction\"><\/span>Introduction<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Capping.<\/p>\n<p>This word doesn&#8217;t have one singular, single meaning in the affiliate marketing business.<\/p>\n<p>Indeed, when media buyers read this word, their mind automatically flies to this definition:<\/p>\n<p>Capping is the number of views a specific IP user will see your ads within a specific period e.g. if I set a capping of 2\/24h, users won\u2019t see my banner more than two times for every 24 hours.<\/p>\n<p>This is one of the <a href=\"https:\/\/academy.mobidea.com\/media-buying\/concepts\/frequency-capping\/\" target=\"_blank\" rel=\"noopener noreferrer\">Definitions of Capping<\/a> you should get to know!<\/p>\n<p>However, this article will focus on the other:<\/p>\n<p>The one that\u2019s chosen by the advertisers.<\/p>\n<p>This isn\u2019t a cap for the number of times an ad is displayed but a cap for the number of conversions a campaign can have.<\/p>\n<p>When applying for an offer in an affiliate network, you may often find something such as leads: 50.<\/p>\n<p>What does this mean?<\/p><div class=\"mobid-in-content-15-p\" style=\"margin-top: 26px;margin-bottom: 26px;\" id=\"mobid-2581337848\"><div class=\"mobid-adlabel\">Advertisement<\/div><a data-no-instant=\"1\" href=\"https:\/\/www.mobidea.com\/academy\/recommends\/semrush-v2\/\" rel=\"noopener nofollow\" class=\"a2t-link\" target=\"_blank\" aria-label=\"semrushtrialseo\"><img src=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2022\/09\/semrushtrialseo.gif\" alt=\"\"  class=\"no-lazyload\" width=\"728\" height=\"90\"  style=\"display: inline-block;\" \/><\/a><\/div>\n<p>Is this capping for you only, or for all the affiliates that are promoting this offer combined?<\/p>\n<p>Are we talking about something that&#8217;s per day, per month, per total campaign running time?<\/p>\n<p>How can you know this? Why does this happen?<\/p>\n<p>Why do advertisers choose capping?<\/p>\n<p>Advertisers often let their campaigns run with no limits.<\/p>\n<p>You can send as much traffic as you\u2019d like, <strong>delivering an unlimited number of leads.<\/strong><\/p>\n<p>Nonetheless &#8211; like in everything in life &#8211; not all advertisers have the same strategy.<\/p>\n<p>Some opt to restrict the number of conversions their campaigns can have.<\/p>\n<p>This can be done for several reasons!<\/p>\n<h2><span class=\"ez-toc-section\" id=\"1-controlling-the-number-of-leads\"><\/span>1.\u00a0Controlling the Number of Leads<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Advertisers can use this method to control the number of leads their system is able to register.<\/p>\n<p>When a new company breaks into the mobile advertising ecosystem, they often aren\u2019t 100% familiar with how the industry works.<\/p>\n<p>To test the waters, their budget is <strong>usually lower and more controlled.<\/strong><\/p>\n<p>This can also be due to their recently-created tracking systems. With less time for development, <em>they aren\u2019t usually ready to take on large numbers of conversions.<\/em><\/p>\n<p>This is one of the reasons why a cap is sometimes necessary.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"2-controlling-their-budget\"><\/span>2.\u00a0Controlling their Budget<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Are budget restrictions only applicable to market newbies?<\/p>\n<p>Of course not!<\/p>\n<p>Advertisers are companies.<\/p>\n<p>Like any company, they have costs and revenue.<\/p>\n<p>This ain\u2019t no business 101 class, but it\u2019s clear that costs can\u2019t surpass revenue forever!<\/p>\n<p>Paying a commission to affiliate networks is a cost to the advertiser.<\/p>\n<p><strong>The revenue comes from the user who subscribes to the service.<\/strong><\/p>\n<p>The problem is that the user is paying the carrier.<\/p>\n<p>The carrier will then take 90, 180 or even more days <em>to pay the advertiser.<\/em><\/p>\n<p>Meaning what?<\/p>\n<p>That if the advertiser pays the network in, let\u2019s say, 30 days and receives from the carrier in 90 days, <strong>this means they\u2019re paying the network in advance.<\/strong><\/p>\n<p>For some, it can be tricky to always pay in advance.<\/p>\n<p>In fact, they may feel the need to control that amount of money.<\/p>\n<p>That can also lead to daily or monthly lead capping.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"3-monitoring-if-theyre-not-overspending\"><\/span>3.\u00a0Monitoring if they\u2019re not Overspending<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Advertisers can use capping to monitor if they&#8217;re not overspending on a campaign that brings negative ROI.<\/p>\n<p>Wondering what the heck is ROI?<\/p>\n<p>It&#8217;s one of those accounting acronyms.<\/p>\n<p>What can this possibly have to do with capping?<\/p>\n<p>It may be the reason why you\u2019re unable to<strong> send more users to that top favorite offer of yours.<\/strong><\/p>\n<p>Yes, indeed!<\/p>\n<p><strong>ROI stands for Return Over Investment<\/strong>.<\/p>\n<p>The advertiser is investing a certain amount of money with the payouts it pays networks.<\/p>\n<p>The advertiser is getting a given return over that investment.<\/p>\n<p>When they start a campaign, they don\u2019t know if the dollars they\u2019re spending on networks <em>will ultimately result in highly-committed users.<\/em><\/p>\n<p>Until they have enough data to determine the right amount of cash to spend, they may decide to establish a cap.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"4-testing-the-traffic-quality-of-some-affiliates\"><\/span>4.\u00a0Testing the Traffic Quality of some Affiliates<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Advertisers can also cap when they&#8217;re testing the traffic quality of some affiliates before making it available to them all.<\/p>\n<p>When an advertiser is launching a new product, they have no idea <em>how it\u2019ll perform across the different traffic sources.<\/em><\/p>\n<p>The fearless ones may decide to run them with no capping.<\/p>\n<p>However, the cautious ones will prefer to impose limits to the number of new users they\u2019ll get.<\/p>\n<p>In fact, <strong>they may want to test advertising with a reduced number of affiliates<\/strong>, only later deciding whether or not to make it available to other affiliates.<\/p>\n<p>Here, as previously explained, quality will be your best weapon.<\/p><div class=\"mobid-in-content-15-p_2-2\" style=\"margin-top: 26px;margin-bottom: 26px;\" id=\"mobid-2322688166\"><div class=\"mobid-adlabel\">Advertisement<\/div><a data-no-instant=\"1\" href=\"https:\/\/www.mobidea.com\/academy\/recommends\/semrush-v1\/\" rel=\"noopener nofollow\" class=\"a2t-link\" target=\"_blank\" aria-label=\"backlinks\"><img src=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2021\/03\/PD-970x250-Discover-backlinks-faster-than-ever-1.png\" alt=\"\"  srcset=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2021\/03\/PD-970x250-Discover-backlinks-faster-than-ever-1.png 970w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2021\/03\/PD-970x250-Discover-backlinks-faster-than-ever-1-250x52.png 250w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2021\/03\/PD-970x250-Discover-backlinks-faster-than-ever-1-700x144.png 700w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2021\/03\/PD-970x250-Discover-backlinks-faster-than-ever-1-768x158.png 768w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2021\/03\/PD-970x250-Discover-backlinks-faster-than-ever-1-120x25.png 120w\" sizes=\"(max-width: 970px) 100vw, 970px\" class=\"no-lazyload\" width=\"970\" height=\"200\"  style=\"display: inline-block;\" \/><\/a><\/div>\n<p>If you\u2019re delivering high-quality leads, you may ask your AM if he can increase the cap for you.<\/p>\n<p>In case he can\u2019t do it, ask what the advertiser would like to see from your traffic.<\/p>\n<p>This way, you can improve the quality of your traffic and be blessed with an increase in daily\/monthly leads in the future!<\/p>\n<p>Who\u2019s this capping for?<\/p>\n<p>Is it daily, monthly?<\/p>\n<p><strong>Let\u2019s take a look at this example:<\/strong><\/p>\n<p>Offer A has a capping of 50 leads\/day. You\u2019ve just sent 5 leads today but the offer has ceased to convert.<\/p>\n<p>You check with your account manager and he tells you the daily cap has been reached.<\/p>\n<p>What?!<\/p>\n<p>You\u2019ve just sent 5 out of 50 possible leads.<\/p>\n<p><strong>How\u2019s it possible that the capping has been reached?<\/strong><\/p>\n<p>The answer you\u2019ll get from your AM is probably that the capping is for the network.<\/p>\n<p>This means that all of the network\u2019s affiliates<em> can deliver a total of 50 leads per day.<\/em><\/p>\n<p>You\u2019ve delivered 5.<\/p>\n<p>Other affiliates promoting this offer have delivered 45.<\/p>\n<p>That&#8217;s 50.<\/p>\n<p>It&#8217;s that easy to get.<\/p>\n<p>The offer can\u2019t convert anymore for the rest of the day. Simple.<\/p>\n<p>Let\u2019s pretend you come across a campaign and notice it <em>has a limited number of leads it can deliver.<\/em><\/p>\n<p>Most of the times, you won\u2019t be able to find out whether these leads are to be delivered by you alone or by all affiliates of the network it\u2019s being promoted on.<\/p>\n<p><strong>Before you start promoting, contact your Account Manager.<\/strong><\/p>\n<p>They\u2019ll give you all the info you need to know in order to prevent surprises like the one showcased in the example above.<\/p>\n<p>Regarding the time frame of the capping: the most common are daily caps and monthly caps.<\/p>\n<p>Imagine the offer has a daily cap of 50 conversions.<\/p>\n<p>When it reaches that value, it\u2019ll stop converting until the next day.<\/p>\n<p>Then, it\u2019ll convert a maximum of 50 times until it stops converting again.<\/p>\n<p>Basically, it\u2019ll convert a maximum of 50 times each day and then stop. Easy.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"what-about-monthly-capping\"><\/span><span style=\"font-size: 18pt;\"><strong>What about Monthly Capping?<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The strategy is the same.<\/p>\n<p>The numbers are usually higher than on daily caps<\/p>\n<p>With a monthly cap of 300, <em>you\u2019ll be able to send 300 conversions to that offer for a month.<\/em><\/p>\n<p>Whether you reach that cap in the 1st day of the month or towards the end, you won\u2019t be able to send more leads until the end of the month.<\/p>\n<p>Once the next month starts, you can deliver 300 more leads.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"conclusion\"><\/span>Conclusion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>You can find different types of capping across affiliate networks.<\/p>\n<p>Some are capped per user, per day, per platform capping&#8230;<\/p>\n<p><strong>In general, networks have algorithms which will dynamically decide these things in real time.<\/strong><\/p>\n<p>This is how they manage to automatically split the leads across all affiliates.<\/p>\n<p>I hope this article has helped you understand <em>why some offers have a limit of leads you can deliver.<\/em><\/p>\n<p>Information isn\u2019t always 100% available when applying to an offer!<\/p>\n<p>If you have any questions, don\u2019t hesitate!<\/p>\n<p>Always contact your Account Manager!<\/p>\n<p><span style=\"font-size: 14pt;\"><strong>See Also:<\/strong><\/span><\/p>\n<ul style=\"list-style-type: disc;\">\n<li><a href=\"https:\/\/www.mobidea.com\/academy\/advertisers-vs-publishers\/\">Advertisers vs Publishers: Difference and Relationship Status<\/a><\/li>\n<li><a href=\"https:\/\/www.mobidea.com\/academy\/affiliate-marketing-game-part-1\/\">Affiliate Marketing Game: What Turns Advertisers On \u2013 Part 1<\/a><\/li>\n<li><a href=\"https:\/\/www.mobidea.com\/academy\/affiliate-marketing-game-part-2\/\">Affiliate Marketing Game: What Turns Advertisers On \u2013 Part 2<\/a><\/li>\n<\/ul>\n<div class=\"mobid-after-content\" style=\"margin-top: 5px;margin-bottom: 5px;margin-left: auto;margin-right: auto;text-align: center;\" id=\"mobid-2913387885\"><div class=\"mobid-adlabel\">Advertisement<\/div><a data-no-instant=\"1\" href=\"https:\/\/www.mobidea.com\/academy\/recommends\/banner-placement-2\/\" rel=\"noopener nofollow\" class=\"a2t-link\" target=\"_blank\" aria-label=\"da\"><img src=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2022\/09\/da.gif\" alt=\"\"  class=\"no-lazyload\" width=\"730\" height=\"90\"   \/><\/a><\/div>","protected":false},"excerpt":{"rendered":"Introduction Capping. This word doesn&#8217;t have one singular, single meaning in the affiliate marketing business. Indeed, when media buyers read this word, their mind automatically flies to this definition: Capping is the number of views a specific IP user will see your ads within a specific period e.g. if I set a capping of 2\/24h,&#8230; <a class=\"view-article\" href=\"https:\/\/www.mobidea.com\/academy\/capping-mobile-campaigns\/\">View Article<\/a>","protected":false},"author":13,"featured_media":2396,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8974],"tags":[171,172,177,181,211,216,227],"learning_paths":[],"class_list":["post-2390","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media-buying","tag-affiliate-industry","tag-affiliate-marketing","tag-budget","tag-capping","tag-mobile-marketing","tag-publishers","tag-traffic"],"translation":{"provider":"WPGlobus","version":"3.0.0","language":"en","enabled_languages":["en","ru"],"languages":{"en":{"title":true,"content":true,"excerpt":false},"ru":{"title":true,"content":true,"excerpt":false}}},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.1 (Yoast SEO v26.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>4 Reasons Why Advertisers Are Capping Mobile Campaigns<\/title>\n<meta name=\"description\" content=\"Wondering why your mobile campaigns have a lead capping? 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