Set format frequency caps

Limit the number of creatives that can serve in an ad unit, or across the network, within a given time period. Format frequency caps are useful when you want to set limits across formats like rewarded ads or web interstitials.

You can apply these frequency caps to:

  • Ad unit settings: The frequency caps will apply to that ad unit only. Note that web interstitial frequency caps aren't available at the ad unit level.
  • Network settings: The frequency caps will apply to all ad units that don’t have their own frequency caps.

All creatives in an ad unit are frequency capped, so please use carefully to avoid inadvertently blocking ads.

Set format frequency caps

  1. Sign in to Google Ad Manager.
  2. Choose whether to add the frequency caps at the ad unit or network level.
    • Ad unit: Click Inventory and then Ad units, click an ad unit's name, and then click Settings.
    • Network: Click Inventory and then Network settings.
    Format frequency capping also applies to Yield Groups. Publishers need to configure the cap at ad unit level.
  3. Select the checkbox next to Set format frequency caps.
  4. Select the desired format from the dropdown.
  5. Enter a maximum number of impressions per user and then set how often the cap will be reached.


    Set a frequency cap so a user will be served at the most 10 creatives in the ad unit every 2 weeks.

  6. Click Add format frequency cap to add more frequency caps as needed. Combining frequency caps can help ensure that users don’t see creatives in the same ad unit too often.


    Set one frequency cap of 1 impression per hour, and a second frequency cap of 3 impressions per day. Ad Manager will enforce both rules: a user can't be served creatives in the ad unit more than once per hour or more than three times per day.

  7. Click Save.

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