Set frequency caps for apps or ad units

Frequency capping lets you limit the number of times ads appear to the same person. When you set frequency caps for an entire app or a specific ad unit, you specify a limit to the number of impressions allowed for an individual user during a period of time (minutes, hours, or days).

For example, you can set a frequency cap to show no more than 2 impressions per 30 minutes.

In this article

• Set frequency caps for apps
• Set frequency caps for ad units

• Frequency caps apply to Google demand and third-party ad sources.
• A change to a frequency cap setting can take up to 24 hours to take effect.
• A slight server delay can occasionally result in the frequency cap that you've set being exceeded.
• The number of ads a user is served in an app is dependent upon both the ad unit-level and app-level frequency caps and which cap is reached first.

Set frequency caps for apps

Complete the following steps to turn frequency capping on or off in an app.

Frequency caps for apps are applied across all interstitial, rewarded, and app open ad units in an app. They do not apply to native or banner ad units.

1. Sign in to your AdMob account at https://apps.admob.com.
2. Click Apps in the sidebar.
3. Select the name of your app. If you can't find it in the list of recent apps, you can click View all apps to search a list of all of the apps you've added to AdMob.
4. Click App settings in the sidebar.
5. Click beside Frequency capping.
6. Turn the "Frequency capping" switch on or off. If frequency capping is on, enter the number of impressions you want to allow to appear per user across all interstitial, rewarded, or app open ad units in this app and select a period of time (the number of minutes, hours, or days).
7. Click Save.

Set frequency caps for ad units

Complete the following steps to turn frequency capping on or off in an ad unit.

Frequency caps for ad units are applied across all interstitial, rewarded, and app open ad formats.

You can set a frequency cap on an ad unit for the following ad formats: interstitial, rewarded, and app open. Complete the following steps to enable or edit frequency capping for an ad unit.

1. Sign in to your AdMob account at https://apps.admob.com.
2. Click Apps in the sidebar.
3. Select the name of your app. If you can't find it in the list of recent apps, you can click View all apps to search a list of all of the apps you've added to AdMob.
4. Click Ad units in the sidebar.
5. Click the ad unit you want to edit.
6. Click Advanced settings.  
7. Click beside Frequency capping.
8. Click the toggle to enable or disable frequency capping.  
9. Turn the "Frequency capping" switch on or off. If frequency capping is on, you can enter the number of impressions you want to allow to appear per user across any interstitial, rewarded, or app open in this app and select a period of time (the number of minutes, hours, or days).
10. Click Save.