The Audience Duration is the amount of time that you want to keep a visitor in your defined Website Audience. Each time a new unique visitor comes to your website, your Pixel will cookie the visitor and add them to the appropriate Website Audience automatically.
The Audience Duration can be set between 1 to 120 days and can be configured differently for each of your Website Audiences. Adjusting the Audience Duration is useful if you:
- Know that your visitors are more likely to convert within a set timeframe.
- Want to delay offering an additional incentive to convert.
- Have a campaign strategy that requires you to control the timing of when your target audience sees your ad.
For AdRoll ABM we recommend an audience duration between 30 and 90 days
We recommend that you use an Audience duration between 30 and 90 days and that you take the duration of your sales cycle into consideration when deciding on a duration:
- Longer durations expose the same ads to the same visitors in your audience for an extended period of time and can lead to ad fatigue. If you choose a longer duration, you should refresh your ads every four to six weeks.
- Shorter Audience Duration needs fewer frequent ad refreshes, as the visitors in the audience will change more frequently.
To set the Audience Duration for your Website Audiences:
- Log in to ABM and go to Audiences > Website Audiences.
- Click on an existing Website Audience or create a new Audience by selecting Create Website Audience.
- Enter your desired Audience Duration (in days) under How long to keep a person in this audience.
To define an additional audience duration with the same audience rule:
- Find the audience segment and click New Duration.
- You will be taken to the audience edit page, showing Adding another duration for audience_name.
- Enter your desired Audience Duration (in days) under How long to keep a person in this audience.
- Click Create Audience, and you will see the same existing audience created with a new duration.