Cap — is a set limit on the number of conversions, leads or other target actions for an offer during a certain period.
For example, an advertiser set a cap of 100 leads per day. This means that partners can bring a maximum of 100 payable leads per day. After the limit is reached, new leads may stop being accepted or may not be paid for.
Where a cap is used
Caps are used in affiliate programs and advertising networks to control traffic volume and the number of conversions received. The limit may be shared across all partners or set separately for a specific webmaster, GEO, traffic source or offer.
A cap can be:
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daily — a limit for one day;
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weekly or monthly — a limit for a longer period;
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by GEO — a separate limit for a specific country;
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by partner or source — an individual limit for a specific webmaster or traffic source.
Why a cap is set
A cap is needed by the advertiser to control the number of applications and customers they receive through an affiliate program. It is not always possible to quickly process a large flow of leads: a company may have a limited number of managers, operators or products in stock.
In addition, an advertiser may be testing a new traffic source and initially limit the number of conversions to check their quality. If the leads turn out to be high-quality, the cap may be increased.
In some verticals, the number of customers is also limited by the specifics of the offer itself. For example, a financial product may have certain limits on issuing loans, while a product may have limited stock available.
Important: if an offer has a cap, before launching it is worth checking its size and the conditions that apply after the limit is reached. Otherwise, you may continue buying traffic but not receive payment for new conversions.
