Frequency Capping

Overview - Frequency Capping

When multiple campaigns are created, some users may fall into multiple segments and thus receive more than one message/email/ notification in a day. Frequency Capping (FC) allows limits to be placed on the number of messages users will get during a particular period from a particular channel (Push/Email/SMS/WhatsApp/Connectors).

FC is supported for the following channels on the MoEngage Dashboard.

Channel Name Frequency Capping Support Support for
Push Yes

Channel and campaign level

SMS Yes Channel level only
Email Yes Channel level only
WhatsApp Yes Channel level only
Connector Yes Channel level only

Configure and Enable FC

To enable Frequency Capping, go to the following navigation in the MoEngage Dashboard and set the frequency capping value to the desired number to control the communication being sent out.

Settings -> Channels -> Delivery Controls -> Frequency Capping

The following options are available here:

      • Cross-channel configuration Turn on the All channels toggle to specify the total limit for the number of communications that can be sent to customers across all channels. This is the maximum cap on the total number of communications that can be sent to a customer within a specified number of days. For example, if we set the cap at five communications in two days, you can send only five communications in two days, and this would take into account the settings set for the individual channels and would be on a first-come, first-served basis.
      • Channel-specific configuration- Turn on the individual channel level toggles to specify the limits for each channel. FC can be configured on the following outbound channels:
        Push SMS Email Whatsapp Connector

        To enable Frequency Capping for the Push channel, turn on the Push toggle and enter the number of Push notifications you wish to send to your users over a specified number of days (for example, six notifications per day).

        Push frequency capping has been implemented on two levels: channel level and campaign level.

        You can control the maximum number of Push notifications being sent to a user through MoEngage. For example, you might want to limit the ad-hoc promo push notification to two by setting One Time Push FC as two, while you may not want to limit the highly relevant Event-Triggered/ Location-Triggered Push to four each per day.


        In the example shown in the image, the total number of Push notifications being sent by MoEngage is limited to six per day, and the number of Push notifications that can be sent for the individual delivery types is restricted to two per day for one-time and device-triggered campaigns, while the event-triggered and location-triggered campaigns are restricted to four per day.

        Note: The total number of Push notifications for all the delivery types combined cannot exceed the maximum cap set for the Push channel, and this channel level cap cannot exceed the all channels cap set.

        How does Push FC work?

        Push FC Setting Effect of the Setting
        All FC cappings (Cross Channel FC and Individual Channel FC) have been turned off. Customers will get all the notifications sent to them, and there won't be any capping in place.
        Total Push Notification FC is set as six per day, and the values for the individual delivery types have not been set. Customers will get a maximum of six notifications per day (combined total for all delivery types) in the order in which they were sent.
        Global Total Push Notification FC is set to six, while Event-Triggered and Location-Triggered are set to four each, and  One Time and Device-Triggered are set to two each. Customers will receive a maximum of six Push Notifications in the order in which they were sent in the day. If the cap for a particular channel has been set as 'x' and if the user qualifies for campaigns greater than 'x' in that channel, only the first 'x' campaigns for which the customer qualifies first will be sent.

        Global Total Push Notification FC  is set to two. The customer receives two notifications. Now consider the following cases:

        Case 1: Global Total Push Notification FC  is changed to three.

        Case 2: Global Total Push Notification FC is changed to one.

        Case 1:Customers can receive one more Push as the Global Total Push Notification FC is set to three in this case.

        Case 2: Customers will not receive any Push notification till the FC gets reset. This is because the Global Total Push Notification FC is set to one, and the customer has already received two Push notifications.



        Frequency Capping is an App level setting. After enabling, it will only function for upcoming campaigns.

      • Refresh setting - You can reset the Frequency Cap at 00:00 daily based on your App's Timezone or your User's Timezone for all the channels that support FC. By default, the refresh is done at 12 AM in the app's timezone for every user. Resetting FC is useful when you send your campaign late on a day and want to send an early morning campaign the other day.


      • Click on Save to save the FC settings.

      Ignore FC

      You may want some important message to be sent irrespective of Frequency Capping. You can do this by selecting Ignore Frequency Cap under the Delivery Controls Section in the third step of campaign creation.


      Turn on the Count for the frequency capping toggle in case you wish to count the message/notification for the global frequency capping to keep a check on the total messages getting delivered to the user.

    • Now that your FC settings are configured explore our documentation on campaign creation and analytics for various channels

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