Apply and implement labels

Use labels to set frequency caps for creatives

You can use labels to apply frequency caps to creatives. You can either set frequency caps for creatives across your entire ad network, or you can apply labels to ad units to set creative-level frequency caps across specific inventory.

For example, on your homepage you may want to serve no more than one pop-up per day per user or cap the number of impressions served by a certain advertiser. You set this type of frequency cap by applying labels to creatives, then setting rules for your ad units about how often creatives with each label can be shown to a given user.

This article walks you through the multi-step process of applying frequency caps to creatives.

You can also set frequency caps for line items, which limits the number of times a line item can be served to a user within a given time period across all ad units. If you've set both types of frequency caps, the more restrictive rule is always used.

Ad unit frequency capping does not work for AdSense or Ad Exchange.

1. Create frequency cap labels

The first step is to create frequency cap labels for the different types of creatives you want to limit. For example, if you want to limit how frequently pop-ups display in certain ad units, you can create a pop-up label that you would apply to all pop-up creatives.

2. Apply frequency caps to inventory

Next, apply frequency caps to your inventory. You can apply frequency caps to specific ad units or apply them across your entire ad network.

Apply frequency caps to specific ad units
  1. In the ad unit, click the Settings tab.

    If you set a frequency cap to first level ad units, the caps will be inherited by all ad units under them.
  2. Click Add labeling rule.

  3. Enter the maximum amount of impressions you want to allow, the label, and the frequency of the limit.

    Returning to our pop-up example, you want to limit a pop-up to display to a user only once per day from this ad unit, so you would enter 1 in the impressions field, enter pop-up in the Label field, and select Day in the drop-down list.

  4. Click Save.

Apply frequency caps across all ad units
  1. Sign in to Google Ad Manager.

  2. Click Inventory and then Network settings.

  3. Fill out the fields under Ad unit frequency caps to choose the number of impressions to be shown to each user per time period for the creatives that share the label.

  4. (Optional) Click Add a labeling rule to set up an additional frequency cap. Rinse and repeat as desired.

  5. Click Save.

Frequency cap maximum values

The following are the maximum values you can set for frequency caps.

  • Impressions: 511

  • Minutes: 120

  • Hours: 48

  • Days: 14

  • Weeks: 26

  • Months: 6

3. Tell the forecasting system about the creatives you'll upload later

Frequency capping has an effect on how many impressions are available to a line item. In order to get a more accurate forecast, you must tell the forecasting engine how many creatives and what sized creatives you’re going to be uploading for this line item, along with any frequency cap labels that may apply.

To supply the creative information to Ad Manager:

  1. On the line item's "Settings" tab, under the "Inventory sizes" box, click Target creatives and help forecast available inventory. A new set of fields displays.

  2. Enter the sizes of the creatives you expect to receive, the amount of creatives for each size, and the ad unit frequency capping label that you'll apply to the creatives, if any.

  3. Finish trafficking the line item and save it.

4. Apply labels to creatives

Now that you've protected your ad units by applying frequency caps to them, you'll need to apply the labels to the creatives you want to limit.

Line item frequency caps vs. ad unit frequency caps

If a line item with a frequency cap has creatives that are also frequency capped at the ad unit level or across the ad network, the most restrictive cap will apply. For example, you have a line item that's set to deliver five times a day. One of the creatives is labeled pop-up. An ad unit that the line item targets has a cap on the label pop-up, which is set to deliver only once a day. The ad unit frequency cap is more restrictive, so in this example, the creative for that line item will only serve once a day.

Creatives that have more than one label

If a creative has more than one label and they all have frequency caps, then the most restrictive cap will apply.

For example, if you have a creative that's labeled pop-up (1 per day) and airline (5 per day), the creative will only deliver once per day.

Was this helpful?
How can we improve it?