Google Ad Manager enforces the following limits to ensure system stability:
- Limits for orders, line items, creatives, and yield groups
- Limits on the use of line items
- Ad units, key-values, tagging, and inventory
- Dynamic Ad Insertion (DAI)
- Teams and network administration
Monitor your network's maximums and limits
- Sign in to Google Ad Manager.
- Click Admin Global settings Limits.
Limits in the dashboard followed by a number in bold text are network-wide limits (for example: 100,000 | 6,000 current). The number in bold represents the number that the network currently has. Those without a number in bold are local limits, listed for reference. If the limit in the table does not match the limit in this article, an exception may apply.
If your network uses Teams, only members of the "All entities" Team can view the Limits dashboard.
|Total line items||600.000|
|Active line items and creatives with targeting||61,000|
|Line items per order||450|
|Programmatic line items per order||150|
|Creatives per line item||260|
|Targeted criteria per line item||800|
|Native styles per ad format||500|
Inventory and key-values
|Active ad units||100,000|
|Active key-value pairs||2,500,000|
|Active keys (pre-defined & free-form)||200|
|Ad units per placement||1,000|
|Characters per key||252|
|Characters per value||254|
|Active values per key (pre-defined & free-form)||100,000|
|Reportable key values||30,000|
|Custom dimension key values||20,000|
Multiple Customer Management (MCM)
|Accepted child invitations||2,500|
|Pending child invitations||1,000|
You can use line items to help manage orders. Each line item type supports specific use cases. The following requirements ensure that all equivalent demand sources are treated the same and that Google’s ability to make changes that benefit all publishers is maintained.
Unless otherwise authorized by Google via a contract amendment, you can only use line items for the specific purposes described here. Any other use will be treated as invalid activity.
- Sponsorship and Standard: these line items can only be used to represent guaranteed demand. For example, use these to represent a direct advertiser deal with a fixed price and guaranteed volume.
- Price Priority, Bulk and Network: these line items can only be used to represent non-guaranteed demand. For example, use these to represent third-party ad networks or exchanges.
- House: these line items can only be used to represent demand where you, the Ad Manager account holder, own the product or service being advertised.
Note that for ad serving and to enforce limits on line items requirements:
- Price Priority, Bulk and Network line items that do not compete on price in the unified auction (such as line items with a zero rate and no Value CPM) are treated as House line items.
- Any line item type can be used to represent non-revenue generating demand (for example, pro-bono).
The count of active line items includes creatives with creative-level targeting assigned and any line item that:
- is capable of being delivered
- has a status of "ready" or "delivering"
- has start date of today or earlier
- has an end date of today or later
To avoid reaching this limit, consider deactivating line items that are active, but not delivering.
Learn more about how to find line items in Ad Manager.
In general, what you see in the targeting expression counts toward the limit.
- Placement Targeting: Each placement counts as one targeting criteria, even if the placement itself contains more than one ad unit.
- Day/Time targeting: If you use day/time targeting, the contiguous active blocks for each day of the week count as one criteria toward the total targeting criteria limit.
If you had a line item that runs from 3pm-7pm each day, it would count as 7 targeting criteria (one targeting parameter times seven days). If you had a line item with 11am-1pm and 2pm - 5pm blocks on weekdays, it would count as 10 targeting criteria (2 active blocks for each day of 5 days).
- Key-values: Each key-value pair counts as one targeting criteria toward the limit. If the expression uses match types, like key is not ~value*, each key to match type value is counted as one targeting criteria toward the limit.
- User domains: Each user domain counts as one targeting criteria toward the limit.
Frequency capping does not count toward the targeting criteria limit.Show examples
Line item targeting:
- Ad Unit:
(cat=Education AND art_id=123) OR color=blue OR env=test OR clubcode=XYZ
- Ad Unit:
Ad Unit (1) + Key-values (5) + Geography (1) = 7 targeted criteria
Line item targeting:
(cat=Education OR cat=Sports OR cat=Business) AND (color=blue OR color=green) AND (topic is not ~politics*)
3pm-7pm each day of the week
Placement (1) + Custom Criteria (6) + Day/Time (7) = 14 targeted criteria
At serving, up to 10 networks are chosen as part of the mediation chain sent to the SDK. Building longer chains risks greater latency, since additional sequential callouts are required.
|Active ad units||99,998|
|Ad unit codes||100 characters|
|Ad units per placement||1,000|
|Active units per network||60,000|
|Characters per key||20|
|Characters per value||40|
|Active values per network||2,500,000|
|Active keys (dynamic and pre-defined) per network||200|
|Active values (dynamic and pre-defined) per key||100,000|
|Custom dimension key-values (note the limit is 5,000 if you don't have Google Ad Manager 360)||20,000|
|Ad unit frequency cap labeling rules||10|
|Advertisers/brands per protection||200|
|Buyers per protection||200|
|General categories per protection||200|
|Advertiser URLs per protection||25,000|
|Ad units per competitive exclusion||800|
|Protections per network||300|
|Total first-party segments per network, including active, inactive, and audience extension segments||20,000|
|Google Publisher Tags (GPT) and IMA SDK requests||15,360 characters|
|Tagless request||4,096 characters|
|SRA (single request architecture) requests||30 ad slots per request|
|URLs generated by ad serving, such as macros||2,048 characters|
Unified Pricing rules
|Active Unified Pricing rules||200|
|Price floors per rule||5|
|Advertisers per rule||50|
|Sizes per rule||250|
- Ad unit codes can be up to 100 characters in length and must be unique.
- Only letters, numbers, underscores, hyphens, periods, asterisks, forward slashes, backslashes, exclamation marks, left angle brackets, colons and parentheses are allowed.
An ad request URL has a character limit, depending on the tag type, which may limit the number of key-values.
Google Publisher Tags use the HTTP GET method to request ads, which limits the number of bytes that can be passed with each request. Ad tags are limited to 15,360 characters per request.
You can include a maximum of 30 ad slots per SRA (single request architecture) request. If you are using SRA, limit the number of ad slots in your requests and ensure that you only call
defineSlot() when you also call
Dynamic Ad Insertion (DAI)
Dynamic Ad Insertion (DAI) scales with the millions of viewers who watch live TV. To protect Google's infrastructure, Google DAI has soft limits in place which can be adjusted by reaching out to your account team.
Prepare to run large live events and ensure that the Best practices for DAI backup streams are implemented, and review the Powering live events with Ad Manager's Dynamic Ad Insertion blog post.
|Default soft limit|
|Manifest requests per second||The amount of total client requests for the manifest per second. Affected by the target duration of the manifest as well as muxed/demux audio and type of playlist HLS/DASH.||25,000|
|Manifest size||The uncompressed size of the manifest. Affected by the length of the DVR window and target duration.||1 MiB|
|Live streams||Total non-archived live streams||700|
|Pod serving||Total non-archived DAI encoding profiles||250 per network
25 per live stream
|Reporting||Dimensions per report||10 dimensions|
|Metrics per report||No limit *|
|Data availability||Up to 3 years|
|Data availability (Ad Exchange Historical report)||Up to 2 years|
|Saved report storage period||40 days|
|Concurrent reports per network||30|
|Data Transfer||File storage period||60 days|
* There is no limit to the number of metrics you can add to a report, but processing time slows as you add more metrics.
The Excel report export options (XLS and XLSX) are deactivated when either of these two scenarios is met:
- The 65,000 XLS or 1,000,000 XLSX row limit is exceeded.
- The report contains a particularly large amount of data regardless of row count. For example, an excessive number of report columns.
|Teams||Entities per team||3,000|
|Custom fields||Custom fields per location||30|
|Values per drop-down custom field||300|
Ad Manager monitors networks to ensure that technical glitches aren't causing runaway creation of orders, line items, creatives, ad units, placements, or advertisers. In such cases, to protect your network, Ad Manager places a temporary limit on the creation of new items.
For example, if an external program that uses the Ad Manager API to connect to your network creates thousands of new orders in a very short time period, it's probably an error. These temporary limits can be imposed even if the rapid creation hasn't violated any of the numerical limits listed above.