Method and apparatus for improving 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 is to perform those measurements. The intelligent configuration processing entails obtaining 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 has requested measurements gaps. The processing further includes selecting a subset of the candidate non-serving frequencies based on the measurement bandwidths. The processing finally includes configuring measurement gaps during which the wireless device is to perform one or more measurements on the selected non-serving frequencies.