Understand Lightbox Frequency

The frequency or interval settings control how often a lightbox, or stateful action, is shown to a user through the use of a cookie. The cookie is based on a lightbox identifier number between 0 and 31 and their display frequency interval that is set through a selector. When you set both inputs, they distinguish this experience's lightbox (or action) from any other lightboxes (or action) using the same ID. This gives you total control over the frequency at which a lightbox is shown to a particular visitor or segment.

The Display Frequency selector and the options it contains as seen in Action Builder in an old version of the user interface

Currently, lightboxes and statefulBanners both use this file to record their state. This means you cannot show a statefulBanner and a lightbox with the same ID together. The display frequency input in actions shows a drop-down list with the available options.

Older actions may have different names or may omit more recently introduced options under the list. However, the functionality of the options available are consistent unless the action in question is part of a custom developed op.

Every Page

Lightboxes that show on every page do not require any cookie to control frequency. The frequency is "always show," as long as action conditions and who targeting allows this action to fire.

Once per Session


Cookie name for the lightbox state. Expires at end of a session (s = session).

mc.lightboxState.SESSION_COOKIE = 'mt.s-lbx';

Once per Thirty Days


Cookie name for the lightbox state. Expires in 30 days (t = thirty).

mc.lightboxState.THIRTY_COOKIE = 'mt.t-lbx';

Once, Ever


mc.lightboxState.INFINITE_COOKIE = 'mt.i-lbx';

Cookie name for lightbox state. Never expires (i = infinite). Actual value is 10 years. Lightboxes with view once only utilize the mt.i-lbx infinite cookie to ensure that it will not show again and flip the mc.lightboxState.lightboxShown flag to tell our lightbox ops that the user has seen this lightbox previously and should not be shown it again.

Once Every X Days


Cookie name for the lightbox state. Expires in X amount of days (c = custom).

mc.lightboxState.CUSTOM_COOKIE = 'mt.c-lbx';