Changing the Recency Window

A recency window gives you more control and choice over who you are targeting and when your ads are shown.  Recency windows allow you to control the granularity of your retargeting and prospecting by specifying the time period during which a cookie must have visited your site to be eligible for retargeting. If the recency window time period elapses without a visit from the cookie, the cookie is then eligible within the prospecting pool.

Changing Recency Windows

Recency windows are available for all targeting tactics: retargeting, prospecting (lookalike), or both (full performance). You can control the recency window at the ad set level. You can choose from 1-90 days. If not modified, it will default the recency window to 30 days.

You can change the recency windows on both new and existing ad sets.

1. To change your Recency Windows within an ad set, navigate to the ad set you would like to update or create a new ad set.  Within the Audience, expand either the Lookalike or Retargeting section.

   

2. You can modify Recency Windows in the bottom right corner by clicking on the pencil edit icon.

   

3. In the edit window that appears - update the Recency Window to match your desired settings and click Apply.

   

   
   If your ad set is Full Performance (both prospecting and retargeting) - you can adjust either the Lookalike window or the Retargeting setting - the two options have an inverse relationship.  For example: if you are running a Full Performance ad set and define a Lookalike window of greater than 15 days, your Retargeting window will include any site visitors within the last 15 days.

4. Once the Recency Windows have been updated, the settings will be applied to once you Publish your ad set.