Blocking modes
Person and IP enforcement use different identifiers. Select the mode that fits your website and review its interaction with ad-platform exclusions.
On this page
Available modes
| Mode | Uses | Limit |
|---|---|---|
| Person | The browser's persistent visitor identity | Follows the browser across IP changes; a different browser or device is a different person, and clearing site data resets the identity. |
| IP | The current network address | Addresses can be shared or change over time. |
| Both | The visitor identity and the current network address | Combines coverage but still needs careful settings and review. |
Platform enforcement
Eligible blocked IPs are submitted through an active linked Google Ads account, using account or selected-campaign scope. Platform support, account permissions and successful synchronization affect enforcement; the block decision alone is not proof that an exclusion reached Google.
For active linked Meta accounts, eligible blocked-person audience membership is maintained hourly, including removal of expired or unblocked entries. Meta matching and processing, together with campaign audience settings, determine whether and when an exclusion applies.
Avoid treating an identifier as proof
Every visit is tied to one browser on one device through a persistent visitor identity that survives IP changes. Device, behavior and network signals score that visitor; a different browser or device is a different person, and clearing site data resets the identity.
False positives are possible. Inspect the reason and available evidence, adjust the relevant settings and whitelist a known legitimate visitor when appropriate.
Frequently asked questions
Does IP blocking risk affecting other people?
Yes. Several people can share an office, household or mobile-network address. Review shared-network risk and block duration.
Does person blocking guarantee cross-device recognition?
No. A person is one browser on one device by design; another device, or another browser on the same device, is another person. What person blocking does guarantee is that the block follows that browser across IP changes.