A liquid ejecting apparatus includes a head control unit which transfers image data for each color stored in an image buffer to a memory, and transfers the image data stored in the memory to a liquid ejecting head, a detecting unit which detects a recording medium, and a data control unit which designates a size of the image data transferred from the image buffer to the memory so as to correspond to a liquid ejection area on the recording medium in a nozzle arrangement direction of the liquid ejecting head on the basis of a result of the detection by the detecting unit. The head control unit masks a data storage area in the memory corresponding to an non-liquid ejection area out of the liquid ejection area with null data.