{"id":1617,"date":"2026-04-16T11:54:02","date_gmt":"2026-04-16T11:54:02","guid":{"rendered":"https:\/\/www.kadam.net\/blog\/?p=1617"},"modified":"2026-05-07T11:58:43","modified_gmt":"2026-05-07T11:58:43","slug":"user-journey-touchpoints-and-frequency","status":"publish","type":"post","link":"https:\/\/www.kadam.net\/en\/blog\/advertisers\/user-journey-touchpoints-and-frequency\/","title":{"rendered":"Building a User Journey: Touchpoints, Frequency, and Creative Sequencing"},"content":{"rendered":"\n<p>To attract a customer and convert them into a lead, you often need to show ads multiple times. How do you build a sequence of touchpoints (user journey) and improve ROI, CR, and CTR? Let\u2019s break down the key principles.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What Is a User Journey and CJM<\/strong><\/h2>\n\n\n\n<p>A user journey is the path a user takes from the first interaction with an ad to a target action such as registration, purchase, or installation. It is designed based on a customer journey map (CJM).<\/p>\n\n\n\n<p>The journey includes channels, formats, and creatives that a user encounters at different stages. It is important to plan it in advance and regularly analyze it to understand which touchpoints actually work.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>User Touchpoints at Different Funnel Stages<\/strong><\/h2>\n\n\n\n<p>At the beginning of the user journey, users are not familiar with your product. The goal is to generate reach and spark interest. Then, you bring their attention back, build trust, and lead them to conversion.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>First Touchpoint and Interest Generation<\/strong><\/h3>\n\n\n\n<p>To introduce your brand, use formats with broad reach \u2014 push notifications and <a href=\"https:\/\/wiki.kadam.net\/en\/index.php?title=Clickunder\" target=\"_blank\" rel=\"noopener\">popunders<\/a>.<\/p>\n\n\n\n<p>Popunders allow you to reach a large audience at a low cost, while push notifications help remind users about your product if they have already interacted with your ads.<\/p>\n\n\n\n<p>The main goal is to generate interest and get the first click.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Repeated Touchpoints and Audience Warming<\/strong><\/h3>\n\n\n\n<p>When the audience becomes \u201cwarm,\u201d add native advertising and retargeting.<\/p>\n\n\n\n<p>Native ads on websites and blogs help build trust, while retargeting brings back users who have already interacted with your landing page but did not complete the target action.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Frequency and Attention Management<\/strong><\/h2>\n\n\n\n<p>Effective advertising appears at the right time. Showing ads too frequently can \u0440\u0430\u0437\u0434\u0440\u0430\u0436\u0430\u0442\u044c users and reduce performance.<\/p>\n\n\n\n<p>For the first touchpoint, the optimal pop ad frequency is:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>1 impression every 8\u201312 hours (approximately 2\u20133 impressions per day)<\/strong> \u2014 for gaming and software<\/li>\n\n\n\n<li><strong>1\u20132 impressions per day<\/strong> \u2014 for fintech, betting, and e-commerce<\/li>\n<\/ul>\n\n\n\n<p>For a warmed-up audience, <strong>3\u20134 touchpoints per week<\/strong> with alternating formats are enough.<\/p>\n\n\n\n<p>Frequency directly impacts CR, CTR, and overall campaign performance.<br>1\u20132 touchpoints build awareness, while 3\u20134 drive engagement. Beyond that, performance may decline due to audience fatigue.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Creative Sequencing<\/strong><\/h2>\n\n\n\n<p>Ad content should change depending on the stage of the user journey.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Creative Logic by Funnel Stage<\/strong><\/h3>\n\n\n\n<p><strong>Top of Funnel<\/strong><strong><br><\/strong>Emotional creatives focused on the user\u2019s problem.<\/p>\n\n\n\n<p><strong>Middle of Funnel<\/strong><strong><br><\/strong>Educational content, benefits, and social proof.<\/p>\n\n\n\n<p><strong>Bottom of Funnel<\/strong><strong><br><\/strong>A clear offer with a strong CTA, bonuses, or discounts.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p>If a user does not engage immediately, they can be redirected via a smartlink to another offer.<\/p>\n\n\n\n<p>Use automatic ML-based optimization of creative delivery and Auto Rules in the Kadam dashboard to prevent audience fatigue and improve conversion rates.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Audience Fatigue and Creative Burnout<\/strong><\/h2>\n\n\n\n<p>If CR and CTR start to decline, it may be due to banner blindness.<\/p>\n\n\n\n<p>In this case:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>refresh creatives<\/li>\n\n\n\n<li>change the messaging<\/li>\n\n\n\n<li>add urgency or a strong CTA<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Click Attribution in a Multichannel Strategy<\/strong><\/h2>\n\n\n\n<p>To understand campaign effectiveness, it is important to track conversion sources.<\/p>\n\n\n\n<p>Use trackers (Voluum, Binom, Keitaro) to see which channels and creatives drive results.<\/p>\n\n\n\n<p>Be sure to set up <a href=\"https:\/\/www.kadam.net\/en\/blog\/advertisers\/s2s-tracking-and-postbacks-in-pop-advertising\/\">S2S tracking<\/a> and postback to receive accurate conversion data.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Campaign Optimization and Scaling<\/strong><\/h2>\n\n\n\n<p>Run split tests for creatives and experiment with different format combinations.<\/p>\n\n\n\n<p>Use Kadam tools \u2014 Auto Rules (for CPC campaigns) \u2014 to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>block underperforming placements<\/li>\n\n\n\n<li>decrease bids on weak segments<\/li>\n\n\n\n<li>increase bids on high-performing segments<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p>\ud83d\udc49 Want to build an effective user journey? <a href=\"https:\/\/partners.kadam.net\/campaigns\" target=\"_blank\" rel=\"noopener\">Join Kadam<\/a> and test different format combinations and strategies.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>FAQ<\/strong><\/h2>\n\n\n\n<p><strong>What is a user journey in traffic arbitrage?<\/strong><strong><br><\/strong>It is the path a user takes from the first ad interaction to a target action such as registration, deposit, purchase, or installation.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p><strong>How many touchpoints are needed for conversion?<\/strong><strong><br><\/strong>On average, users need 5\u201310 touchpoints before making a decision. These may include popunders, push notifications, native ads, and retargeting.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p><strong>How to manage ad frequency?<\/strong><strong><br><\/strong>For the first touchpoint, the optimal popunder frequency is approximately <strong>2\u20133 impressions per day<\/strong> for gaming and software and <strong>1\u20132 impressions per day<\/strong> for fintech and e-commerce.<br>For a warmed-up audience, <strong>3\u20134 touchpoints per week<\/strong> are sufficient.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p><strong>How to structure creative sequencing?<\/strong><strong><br><\/strong>Start with broad reach for cold audiences, then warm them up and bring them back. Example: popunder \u2192 native ads \u2192 retargeting \u2192 push.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p><strong>How to optimize the user journey for better ROI?<\/strong><strong><br><\/strong>Test creatives, analyze data, and scale only effective combinations. Use Auto Rules (for CPC campaigns) and adjust your strategy if CPA increases.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Learn how to combine ad formats effectively. We break down customer journey mapping: touchpoints, creative frequency, and sequencing.<\/p>\n","protected":false},"author":5,"featured_media":1618,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[2],"tags":[92],"class_list":["post-1617","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertisers","tag-guides-tutorials"],"custom_author":"Kadam","_links":{"self":[{"href":"https:\/\/www.kadam.net\/blog\/wp-json\/wp\/v2\/posts\/1617","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.kadam.net\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.kadam.net\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.kadam.net\/blog\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.kadam.net\/blog\/wp-json\/wp\/v2\/comments?post=1617"}],"version-history":[{"count":1,"href":"https:\/\/www.kadam.net\/blog\/wp-json\/wp\/v2\/posts\/1617\/revisions"}],"predecessor-version":[{"id":1619,"href":"https:\/\/www.kadam.net\/blog\/wp-json\/wp\/v2\/posts\/1617\/revisions\/1619"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.kadam.net\/blog\/wp-json\/wp\/v2\/media\/1618"}],"wp:attachment":[{"href":"https:\/\/www.kadam.net\/blog\/wp-json\/wp\/v2\/media?parent=1617"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.kadam.net\/blog\/wp-json\/wp\/v2\/categories?post=1617"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.kadam.net\/blog\/wp-json\/wp\/v2\/tags?post=1617"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}