Duration is key

How long do you set your custom audience retargeting period? Hint: maximum 180 days for Pixel, 365 days for Page.

Why not push it to the longest as the audience size will be bigger? Wrong.

You have to look back into your conversion window. If you sell baby apparels for example, when I’m shopping I most probably would decide within a week. If you’re retargeting me for anything more than that, you’re wasting your money.

However if you’re grouping for Lookalike audience purpose, that’s okay. You need a minimum of 1,000 to create quality Lookalike audience.

Not sure about the differences between the types of audiences? Join the Facebook Advertising Master Class.