A feature in Google Ads that limits the number of times that your display or video ads appear to the same person.
Frequency is the number of times that a user views 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 that 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 that 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.