Frequency Capping
Rules that limit how often a popup can appear to the same visitor: once per session, once per cooldown window, or never again after they submit.
Frequency capping decides how many times one visitor sees the same popup. Common settings are always, once per session, once per cooldown window measured in days, and hide permanently after submission. The state is stored in a cookie or local storage, so it resets when the visitor clears their browser or switches devices.
Without a cap, a popup reappears on every page view, and a visitor who declined on page one is asked again on pages two, three, and four. That repetition is the main source of popup fatigue, and it costs more than the first impression ever earned. A cooldown of several days after a close is a sensible default for most sites.
The cooldown should count from the last exposure, and submitted leads should never see the same ask again. The exception is a genuinely different offer on a page with different intent, which deserves its own popup and its own cap. If closes are high and repeat views keep climbing in the analytics, the cap is too loose.
See it in practice