Frequency Limits
Put a frequency cap on how many campaigns your visitors can see during a specific time window.
Frequency Limits is an OptiMonk targeting condition (the Frequency rule) that controls how many times the same visitor can see a specific campaign within a defined time window. Without a frequency limit, a campaign could fire for the same visitor on every qualifying page load across multiple sessions, which rapidly crosses from helpful to intrusive. The Frequency rule lets you define both the maximum number of times a campaign can appear and the time interval that resets the count — for example, showing a campaign no more than twice per session, or once every three days, or a single time ever. Most OptiMonk campaign templates include a Frequency condition by default to ensure a sensible baseline. The rule is configured per campaign in the targeting settings and can be removed for campaigns where repeated display is intentional — such as a discount code reminder that should follow the visitor until the code is redeemed. Frequency Limits work alongside the User Experience Protector (account-level capping) and Campaign Priority, forming a layered system for ensuring visitors see the right number of campaigns at the right cadence.
Key benefits
- Prevent visitors from feeling bombarded by the same campaign. A visitor who has already seen a popup three times in the same day and closed it each time has communicated clearly that this campaign is not for them right now. Continuing to show it creates frustration rather than conversion opportunity. Frequency Limits enforce a respectful cadence — once you have defined the maximum appearances, OptiMonk stops showing the campaign to that visitor for the configured interval, preserving goodwill while keeping the campaign active for new and eligible visitors.
- Balance conversion optimization with user experience at the campaign level. Different campaigns warrant different frequency strategies. An exit-intent discount offer is appropriate to show once per session. A free shipping bar may be appropriate to show on every visit until the order is placed. A survey should probably fire only once ever. Frequency Limits give you per-campaign control over exactly this — so each campaign has a frequency profile that matches its purpose, rather than a uniform setting applied to everything.
- Works with the User Experience Protector for multi-layer capping. Frequency Limits operate at the individual campaign level — capping how often that specific campaign appears. The User Experience Protector operates at the account level — capping how many total campaigns a visitor sees across your entire campaign set per session or per day. Together, the two systems give you both macro-level protection (never more than N total campaigns per session) and micro-level precision (this specific campaign no more than once per week), without requiring either to compensate for the other's absence.
How it works
Open the campaign targeting settings and locate the Frequency condition. In your OptiMonk dashboard, select the campaign and click Edit settings. Under "Select who should see the popup," check whether a Frequency condition is already listed — most campaign templates include one by default. If not, click Add new condition and select the Frequency rule from the list.
Configure two values: the maximum number of times the campaign can appear, and the time interval within which that limit applies. Available interval options typically include per session, per day, per specific number of days, and once ever (never show again after the first appearance). For example: "show maximum 2 times within 1 session" means the campaign can fire at most twice while the visitor is actively browsing, but will appear again on a future visit. "Show maximum 1 time within 7 days" means a visitor who has seen it will not see it again for a week.
OptiMonk stores the campaign's appearance history per visitor in their browser. Each time the campaign fires, the counter increments. When the limit is reached within the configured window, the campaign is silently suppressed for that visitor until the interval resets. Visitors who have never seen the campaign are unaffected by the frequency rule and will see it normally when they qualify.
Frequently asked questions
What is Frequency Limits in OptiMonk?+
Frequency Limits is a campaign-level targeting condition — the Frequency rule — that caps how many times the same visitor can see a specific campaign within a defined time window. You set a maximum number of appearances and an interval (per session, per day, per X days, or once ever), and OptiMonk tracks each visitor's exposure history to enforce the cap automatically. Most templates include a default Frequency condition, which can be adjusted or removed as needed.
What is the difference between Frequency Limits and the User Experience Protector?+
Frequency Limits control how often a single specific campaign appears to a visitor — they are configured per campaign and apply to that campaign in isolation. The User Experience Protector is an account-level setting that caps the total number of campaigns a visitor sees across all your active campaigns per session or per day. The two work together: Frequency Limits provide campaign-specific cadence control, while the User Experience Protector provides a ceiling on overall popup exposure regardless of how many campaigns are active.
Can I show a campaign only once ever — so a visitor who has seen it never sees it again?+
Yes. Setting the Frequency rule to a maximum of 1 appearance with the interval set to the longest available option (or "once ever") means the campaign fires once for each visitor and then is permanently suppressed for that visitor in that browser. This is appropriate for one-time announcements, first-visit-only welcome offers, or any campaign where repeat exposure adds no value and only creates noise.
What happens if I remove the Frequency condition from a campaign?+
If no Frequency condition is present, the campaign can fire every time the visitor qualifies — on every page load, every session, and every visit — as long as all other targeting conditions are met. This is intentional for certain campaign types, such as a Discount Code Reminder that should remain visible until the visitor redeems their code. For most other campaign types, removing the Frequency condition without a deliberate reason risks overexposing visitors and degrading the experience.
How does OptiMonk track frequency — what happens if a visitor clears their cookies?+
OptiMonk tracks campaign appearance history per visitor using browser cookies or local storage. If a visitor clears their browser cookies, their frequency history is reset — the campaign will appear for them again as if they were a new visitor. This is an inherent limitation of client-side frequency tracking, not specific to OptiMonk. For most stores, cookie clearing is rare enough that it does not meaningfully affect frequency management in practice.
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