Set format frequency caps

You can 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 such as rewarded ads or web interstitials. 

To learn about label frequency caps, visit Labels and frequency caps.

Set a format frequency cap at the ad unit or network level

You can apply format frequency caps at the ad unit or network level. Note that if both network and ad unit frequency caps apply to an ad request, the more restrictive frequency cap applies to that ad request.

You can set frequency caps when you create an ad unit, or at any time in an existing ad unit.

To set a format frequency cap:

1. Sign in to Google Ad Manager.
2. Choose whether to add the frequency cap at the ad unit or network level.
   • Ad unit: Click Inventory, then Ad units, then an ad unit's name, and then Settings.
   • Network: Click Inventory, then Network settings.
3. Scroll down to "Frequency caps," and then, next to "Set format frequency caps," check the box.
4. On the "Format" menu, click  and select a format option:
   • Any (App open & Rewarded): This option enforces the frequency cap on all ad requests associated with that ad unit, for example Banners, Native, and so on.
     Note: Selecting the "Any" format results in FREQUENCY_CAPPED rejections for standard banner inventory if the limit is reached, which can lead to unexpected revenue loss.
   • App open: App open ads appear on the loading or splash screen.
   • Rewarded interstitial: Rewarded ad formats allow app users to receive rewards for viewing ads.
   • Web interstitial: Web interstitials are full-page web ads. Web interstitials require their own specific format-level frequency cap. Note that the "Any" format doesn't apply to Web interstitials.

5. Enter a maximum number of impressions per user, then click  and select how often the cap will be reached (such as minutes, hours, or days).

   Example with one frequency cap

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

6. (Optional) To add more frequency caps, click Add format frequency cap.
   Combining frequency caps can help ensure that users don’t see creatives in the same ad unit too often.

   Example with multiple frequency caps

   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: The user won't be served creatives in the ad unit more than once per hour or more than three times per day.

7. Click Save.

Remove a frequency cap

To remove a frequency cap:

1. Sign in to Google Ad Manager.
2. Choose an option:
   • To remove a frequency cap from Network settings, click Inventory, then Network settings.
   • To remove a frequency cap from an ad unit, click Inventory, then Ad units, then the ad unit's name, and then Settings.
3. Scroll down to "Frequency caps."
4. Click  to expand the frequency cap, and then click  to remove it.

Related articles

• Update periods for changes made in Ad Manager
• Create or configure an ad unit
• Labels and frequency caps