The Importance of Frequency Management


A very effective approach to solve the ad fatigue problem is frequency management. Knowing when and with what frequency to show the ad proves to be an important factor in running a successful app marketing campaign. With frequency capping, you can limit the maximum number of impressions a user can see within a given period of time.

Time capping is one case of frequency capping. For example, if you set 3 views per visitor every 24 hours, this means that after viewing the ad 3 times, the visitor will not see it again for at least 24 hours. This feature uses a device identifier to keep track of the number of impressions.

An impression-based frequency cap restriction can be applied to any creative or campaign. Let’s assume a campaign has 3 creative, and the frequency capping for this campaign is 10 views per day. When a user views any of the 3 creative for a total of 10 times, the 3 creatives will not be displayed to this unique user until a day later.

In addition to impression frequency capping, you can set a click frequency cap to limit a user from clicking on the ad too many times.

Why Frequency Capping Matters?

Frequency capping improves campaign results and ensures that you are spending your money wisely. Aarki’s machine learning algorithms select how many impressions an individual creative, a creative group, or a campaign will get per day, per week, or per month or should the cap be applied per user per day or per user across the campaign duration.

Our data scientists are rapidly prototyping new models for frequency management to increase marketing ROI.

To learn about how Aarki can help you reach your app marketing goals, please reach out to

Topics: Marketplace Insights