A cap is a traffic restriction set by an advertiser on an offer for a specific period. Simply put, it’s the maximum number of leads, conversions, or other actions you can send to an offer to avoid overloading it.
Why do advertisers use caps?
- To distribute the ad budget fairly among all partners. This prevents one affiliate from draining all the traffic while others get nothing.
- To check traffic quality, especially if you’re new or testing a new offer. Advertisers set a test cap — a small limit to see if you can bring real users rather than fraud.
What is a test cap?
A temporary limit, usually between 20 and 100 conversions (deposits, registrations, installs, etc.). During this period, the advertiser evaluates your traffic. If it’s good, the cap may be raised or removed entirely. In gambling and betting, this is a mandatory step to ensure traffic is legit. In dating or app installs, limits may vary, but the principle is the same — quality comes first.
How to increase your cap:
- Bring high-quality traffic — this is the main factor.
- Communicate with affiliate managers — good relationships often help raise limits.
- Work directly with advertisers — this builds trust and usually improves conditions.
Cap vs. KPI — don’t confuse them:
KPI defines traffic quality requirements (e.g., a user must complete a desired action). A cap is a limit on traffic volume. Miss a KPI — you might not get paid. Exceed the cap — your traffic simply won’t count.