Processing implemented by a method and apparatus herein advantageously improves the quality of measurements performed on non-serving frequencies and/or the quality of serving cell data reception by intelligently configuring measurement gaps during which a wireless device (36) is to perform those measurements. Such intelligent configuration entails obtaining (100) information that identifies, for each of a plurality of candidate non-serving frequencies, one or more measurement bandwidths over which one or more corresponding measurements on that non-serving frequency are to be performed. In at least some embodiments, such candidate non-serving frequencies represent frequencies for which the device (36) has requested measurements gaps. Regardless, processing further includes selecting (110) a subset of the candidate non-serving frequencies based on the measurement bandwidths. Processing finally includes configuring (120) measurement gaps during which the wireless device (36) is to perform one or more measurements on the selected non-serving frequencies.