Budget cap
A budget cap (daily limit) is a preset ceiling on how much a campaign can spend per day or overall. It's insurance against a sudden overspend from an auction spike, a creative bug, or an unexpected jump in reach.
Why set a cap at all
Without one, a campaign can blow through its budget in a matter of hours — an auction shift, a setup mistake, or a bad creative change can all do it. A daily cap limits the downside to one predictable number while the buyer confirms the metrics are stable.
Budget caps in PWA arbitrage
When launching a new combo (geo + offer + PWA), the cap is usually set from the expected CPI and target install volume, and raised gradually only once ROI is confirmed on a steady traffic flow. Scaling the cap too fast without checking the numbers first is a common way new buyers burn through budget.
FAQ
- How big should the daily cap be for a new campaign?
- Aim for an amount you're comfortable losing on a failed test — usually enough to cover a few hundred clicks or installs at the expected CPI, not your entire available budget at once.
- When is it safe to raise the cap?
- Once metrics (CR, ROI, the offer's KPI) hold up over a steady traffic volume for at least a couple of days — scaling the cap fast without that check raises both the risk of losses and of tripping the ad platform's own limits.
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