skill-102-frequency-capping-management

Skill 102: Frequency Capping Management

Purpose

Set appropriate frequency caps to prevent ad fatigue and wasted impressions. Uncapped remarketing wastes spend on users who have decided not to convert and damages brand perception.

Data Requirements

Data Source: Custom GAQL Required

GAQL Query:

SELECT
  campaign.name,
  campaign.frequency_caps,
  metrics.impressions,
  metrics.clicks,
  metrics.conversions,
  metrics.cost_micros
FROM campaign
WHERE campaign.advertising_channel_type IN ('DISPLAY', 'VIDEO')
  AND campaign.status = 'ENABLED'
  AND segments.date DURING LAST_30_DAYS

Run via /google-ads:get-custom with query name frequency_analysis.

Standard Data:

• data/account/campaigns/*/campaign.md - Campaign settings

Analysis Steps

1. Identify Display/Video Campaigns: Filter for campaigns where frequency capping applies
2. Check Current Cap Settings: Review frequency cap configurations
3. Analyze Reach vs. Frequency: Compare impressions to estimated unique reach
4. Benchmark Against Best Practices: 3-5/week for remarketing, 2-3/week for prospecting

Thresholds

Condition	Severity
No frequency cap on remarketing campaign	Critical
Caps above 10 impressions/week	Warning
No frequency cap on any Display campaign	Warning
Caps below 2/week (under-exposure)	Info

Output

Short (default):

## Frequency Capping Audit
**Account:** [name] | **Display/Video Campaigns:** [count] | **Without Caps:** [count]

### Critical
- **[campaign]**: No frequency cap - Unlimited impressions per user

### Warnings
- **[campaign]**: Cap at 15/week - Reduce to 5/week
- **[count] campaigns without caps** - Add 3-5 impressions/week

### Recommendations
1. Set 5 impressions/week cap on all remarketing campaigns
2. Set 3 impressions/week cap on prospecting Display
3. Consider 3/week cap for YouTube TrueView

Detailed adds:

• Campaign frequency cap inventory
• Recommended caps by campaign type table
• Estimated wasted impressions from over-exposure
• Layered approach recommendation (weekly + daily)