Frequency capping: Definition

A feature that limits the number of times your display or video ads appear to the same person.

Frequency is the number of times a user sees ads in your display or video campaign over a given time period. Frequency capping works differently on display campaigns and video campaigns.

For display campaigns:

  • When you set the frequency cap for a display campaign, you manage the number of impressions you will allow an individual user to have on the campaign per day, week or month.
  • You can set a frequency cap to manage the number of impressions on the campaign, ad group or ad.
  • Third-party cookies are used by default, but if those are not available, then first-party cookies are used to approximate impressions.

For video campaigns:

  • When you set the frequency cap for a video campaign, you set a limit for the number of impressions and/or views you will allow an individual user to have on videos in the campaign per day, week, month or any combination. Frequency caps for video campaigns apply to signed-in users or to devices if the user is signed out. They can only be set on the campaign level
  • If the videos in the campaign are used in other video campaigns, impressions and/or views from other video campaigns for a given user will count towards the frequency cap of the campaign. When a user reaches the frequency cap, Google will stop showing this campaign to the user. This only applies to in-stream and bumper ads in the auction.

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