Glossary
Cap
The maximum number of conversions an advertiser accepts from an affiliate or an offer per day, week or month. Leads over the cap are not paid. Caps are raised for good traffic and are the first thing to ask about before scaling.
Also called: daily cap, lead cap.
Advertisers cap volume to control quality and budget: a call center can only process so many orders, a casino wants to see how the first fifty players behave. Networks pass the cap on, often splitting it among affiliates.
Hitting the cap by noon means either stopping the campaign or asking the manager for more. Sending traffic past the cap is the fastest way to lose money.
Related terms: Payout, Affiliate manager, Budget forecast.