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It’s good strategy to periodically review your retargeting campaigns to make sure you’re hitting your volume and performance goals. An important part of that is setting the right Targeting Lookback Window for each of your audiences.

This post discusses targeting windows, why they’re important, and how to set or change them in Perfect Audience.

What is a Targeting Lookback Window? How is it different from Audience Duration?

A “Targeting Lookback Window” is a campaign setting determines how far back in time to target users for that campaign.  This is similar but different from an audience’s “Duration”, which is a setting at the audience level that determines how long users will remain within an audience once added.

Duration lets you figure out how big your audiences should get.  Should users stay in them for 5 days?  10 days?  30 days?  90 days?  Targeting Lookback Windows let you choose which users to target within a given audience for a given campaign: Users added within 10 days?  30?  Having both settings is unique to Perfect Audience and gives marketers a great deal of flexibility.  You can easily make adjustments to your targeting without destroying the data stored in your audiences.

Targeting Lookback Windows are not to be confused with Conversion Lookback Windows, which let you decide how to attribute conversions from your campaigns.

Why are Targeting Lookback Windows important?

Targeting Lookback Windows play a substantial role in your campaign’s impression volume and spend, as well as performance metrics like click-through rates (CTR), cost-per-click (CPC), and adjusted cost-per-acquisition (aCPA).

If you’d like to increase your campaign’s reach, consider lengthening its windows. That’ll allow you to retarget its audience for greater lengths of time and increase your impression volume. However, keep in mind that your CTR may start to drop if you set too long of a window.

If your campaign’s reach is limited by your budget – or if you’d just like to give a boost to your CTR, CPC, or aCPA numbers – consider shortening your lookback windows. This will eliminate impressions you’re serving to your most distant visitors. As you free up budget to retarget your most recent and engaged visitors, you should begin to see more clicks and conversions in your campaigns.

How do I set my Targeting Lookback Windows?

When creating or editing a campaign, your first task is to select the audiences you’d like to retarget, and set your Targeting Lookback Windows for each audience. In the box labeled “Targeting”, look for the “Lookback Window” fields and enter a value for each audience you’d like to target or exclude:


You can set Targeting Lookback Windows for a specific number of hours, days, or months. If you’re new to retargeting, or have recently started retargeting a brand new audience, we recommend starting with a window between 30 and 60 days to get a feel for performance.

Targeting Lookback Windows work for exclusions, too. In the example above, we’ve created a cart abandonment campaign that excludes customers who’ve made purchases. If you’d like to exclude your customers from your campaign for a specific amount of time before potentially retargeting them for repeat purchases, you can use a window to achieve that goal.

For more information on Targeting Lookback Windows and campaign setup, check out our knowledge base.

If you have any questions, feel free to reach out to our Customer Success Team. If you’re new to Perfect Audience, try it for free and get a $100 credit toward your first retargeting campaign.


Will Dixon

Will is a Customer Success Manager at Perfect Audience, and has over five years of account management experience in marketing and technology. He loves podcasts, craft beer, and obscure 90's movie and TV quotes.

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The Perfect Audience team continues to work diligently on cool features so you can get more done, faster! Just in time for the busy holiday season – Ad Batch Uploader helps you save time setting up your campaigns.

Picture of Ad Batch Uploader feature

Ready to launch a campaign with a variety of ad sizes? Trying out different images to see what performs best? Now you don’t have to load those ads one at a time. With Ad Batch Uploader, just put those jpg, gif, or png ads into a zip file and upload them all at once. You can then assign them a Click URL and a Campaign in one easy step.

Try it now: Go to your Ad Manager page, click the green Create New Ad button, and select Ad Batch Uploader.

This feature currently supports banner ads. Other ad formats coming soon!

Have a prosperous holiday season and keep sending us your ideas for improvements.

Your Perfect Audience Team


Kris Corzine

I'm a Sr Product Manager at Perfect Audience, a Marin Software company. I like making sure things look good while going fast.

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The countdown for the holiday season is on – which means now’s the perfect time to review your retargeting strategies and adjust accordingly. To ensure your retargeting campaigns are delivering the right message to the right audience, audience segmenting is essential.

This post covers audience segmentation and the types of audiences you should have in your holiday campaign.

Identify Target Groups

Using your visitor intent data, segment your visitors into several groups, depending on the page they’ve visited.

  • Home page
  • Category page(s)
  • Product page(s)
  • Add to cart
  • Add to wish list
  • Cart page
  • Checkout page
  • Confirmation page (converted)
  • Sign-in / Login page

Set Up Campaigns Based on Intent

Once you’ve segmented your visitors this way, set up a number of high intent and low intent retargeting campaigns. Each campaign should have specific messaging and creative for the intended audience.

High Intent: Cart Abandonment

To set up a Cart Abandonment campaign, target users who’ve viewed the cart page but haven’t completed the checkout steps. With this campaign type, you can advertise a special holiday discount code or free shipping to get visitors to complete their purchase.

Low Intent: General Branding and Awareness

A General Branding campaign targets users who’ve visited your site but bounced off the home page. So, target the home page audience and exclude all other audiences.

Medium to High Intent: Add to wish list

This unique campaign type is one you can have during the holiday season to spread general brand awareness, or to target users with dynamic ads based on the products they’ve added to their wish list.

Important note: When setting up any of the above campaigns, always exclude users who’ve already converted. This’ll prevent you from spending your budget on users who’ve already made their purchase and may no longer be a good fit for the campaign.

Audience segmentation is key to having impactful campaigns and is the foundation to retargeting success. The above campaigns are just a few examples of what you can create with segmented audiences.

How to Set up a Targeted Campaign in
Perfect Audience

To set up audience segmentation and create a targeted campaign in Perfect Audience, follow these steps.

1) Create your audience(s)

Navigate to the ‘Create Audience’ page and set up your audience. First, create a unique Audience Name, then set a duration period for the audience. Finally, select the match method you’d like to use. Perfect Audience offers the most robust self-serve audience segmentation in the retargeting app space.


2) Create your campaign

Once you’re audiences are set up, create your campaign using the relevant ones. As an example, for a Cart Abandonment campaign, you’ll target the ‘Shopping Cart’ audience and exclude the ‘Confirmation page’. After you’ve set your targeting setting, complete the rest of the campaign settings and launch your campaign!


Need more information? Visit the knowledge base.

If you have any questions, feel free to reach out to our Customer Success Team. If you’re new to Perfect Audience, try it for free and get a $100 credit toward your first retargeting campaign.

Ryan Lavery

Ryan Lavery is the Customer Success Manager for Trials. With over 5 years of Digital Marketing and Account Management experience, he has the perfect blend of customer support and marketing expertise. Besides keeping up with the ever evolving digital marketing landscape, he also enjoys cooking, exploring new places, sampling the latest craft brews, and chasing his misbehaved French Bulldog around the house.

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In the old days of advertising, the name of the game was reach and frequency. Brands preferred mass media vehicles like television and radio, because they were the easiest means to reach large audiences and build brand awareness. Obviously, this meant the most effective advertising campaigns were dominated by the biggest brands with the largest marketing budgets.

If you’ve been reading our blog then you don’t need to be sold on the ways retargeting can help your business. However, putting everything together – building audiences, managing campaigns, optimizing performance, etc. – can sometimes feel overwhelming. This is especially true when retargeting is just one of the many marketing strategies that you focus on.

To help you out, we’ve teamed up with HubSpot, the world’s leading inbound and sales marketing platform, to bring you a free eBook, titled The Beginner’s Guide to Retargeting. In addition to providing context on the types of retargeting and the different ways it can help your business, we’ve collected some of our favorite tips and best practices for getting started, running your campaigns, creating good ads, and measuring and optimizing your performance.

Download the free eBook now and start learning how to use retargeting to increase leads and traffic today.

Brian Sim

Brian is a Product Marketing Manager at Marin Software. Previously, he worked within the agency world, leading digital marketing strategy, and has also worked on developing products and growth strategies for very early stage startups. Brian studied Marketing & Communications at the Wharton School, and obtained his MBA from UCLA Anderson. A native Philadelphian, Brian maintains his Philly sports rooting interests from the west coast.

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person holding phone next to laptopCongratulations! You got your app in the app store, but now how do you keep people coming back to use it?

Today we’re excited to offer Mobile Retargeting to all Perfect Audience customers.  Perfect Audience Mobile Retargeting is a suite of powerful features designed for app developers looking to re-engage high value mobile users with in-app ads across the world’s greatest smartphone and tablet apps.  We’re launching new audience types to let you segment and onboard mobile users you want to target.  We’re launching an iOS SDK that builds in-app audiences seamlessly.  We’re launching a new campaign type so you can connect to the world’s best app inventory.  We’re launching cross-device retargeting so you can use web audiences to serve mobile ads…

It’s a lot, but it’s important!  The average mobile app loses 80% of its users within a month of them installing.  With Perfect Audience Mobile Retargeting, app developers get a complete solution for this problem that lets them re-engage those lost users where they spend their time, in other apps!

Let’s walk through the new pieces going live today:

New Audience Types: App Action Audiences and Customer Audiences

Starting today, your Audience Manager has two powerful new audience types.

App Action Audiences:  These are audiences of mobile users who have performed a specific action within your app, like making an in-app purchase.  With App Action audiences you can identify high-value users to target and low-value users to exclude.  These audiences are created by adding our iOS SDK to your mobile app and using it to send data to your dashboard anytime users perform actions you care about in your app.  These audiences are built seamlessly and automatically in the background, in real-time as users engage with your app, unlike web audiences which require a customer to set them up by hand.  If you want to build evergreen campaigns targeting users based on their interactions with your app, you’ll want to use App Action Audiences.

Today the iOS SDK is the only way to create App Action Audiences but very soon customers will be able to build these audiences using event data from popular mobile install tracking solutions as well.  We’re also working on support for Android.

Customer Audiences: These are audiences created by uploading lists of Device IDs (Apple IDFAs or Android Advertising IDs).  Customer audiences are designed for one-off use cases where you have a big batch of users you want to serve a message to.  To create a Customer Audience, you upload a .csv file containing the device IDs you’re interested in.  We process these and make them available as a new audience in a minute or two.  Customer Audiences can be updated by making later data uploads into a list, but if you have a mobile audience that requires ongoing updating, try to stick to App Action Audiences.


Today we’re excited to launch our iOS SDK for building mobile audiences and tracking in-app conversions.  The SDK is designed to be lightweight and easy to install in any iOS application.  App developers can use it to seamlessly send event data back to their Perfect Audience accounts for audience building but also for conversion tracking.

Once the SDK is installed and the events you want to track have been defined, App Action Audiences will be building automatically in your Perfect Audience account and will update in real-time as users engage with your app.  Also, any events that you track with the Perfect Audience iOS SDK can be used for conversion tracking.  For instance, you might want to build a mobile app retargeting campaign designed to bring a user back to complete an in-app purchase.  If the in-app purchase has been defined as an event with the iOS SDK, an app action audience will be built and users who complete that action will be added to it.  That event can also be used to create a Conversion Goal that can be attached to the campaign, complete with revenue tracking.

You learn more about our iOS SDK in our new Developer Center.

New Campaign Type: “Mobile App Retargeting”

Starting today, any customer can build campaigns targeting mobile app inventory.

Inventory: We’ve teamed up with the leading ad exchanges to put all the best mobile app ad impressions at your fingertips. As of today customers can serve ads on smartphones and tablets via MoPub, Nexage, and Smaato.  We have 3 more major exchange partners launching in a few weeks as well.

Targeting Available: These campaigns can be targeted using App Action Audiences, Customer Audiences, as well as Web Audiences (see below).  You can also target users by device OS (Apple, Microsoft, Google, Blackberry) and device Type (Tablet or Smartphone). Standard geotargeting and dayparting is available too, of course.

Ad formats supported: Mobile App Retargeting campaigns support two types of ads at launch: mobile banners and mobile interstitial ads.  Mobile banners come in all shapes and sizes but the most common size is 320px X 50px.  Mobile interstitials can be 480px X 320px or 320px X 480px depending on the layout of the app.

New Functionality: Cross-Device Retargeting

The final piece to make note of today is the wide release of cross-device retargeting.  While it’s great to build audiences of mobile users using our SDK and Customer audiences, today thousands of marketers have built massive audiences on our platform of users who visited their web sites.  Over the last year, we’ve developed a way to match web-based cookies to mobile device IDs so that these audiences can be used for mobile app advertising as well.

So when you go to make a mobile app retargeting campaign, you might notice that your web audiences are available for targeting.  Many marketers are finding that mobile app retargeting is becoming a crucial way to stay in front of their lost customers as consumers and business users alike spend more and more time engaged with mobile apps.  After 5 months of beta testing, we’ve seen marketers boost their engagement with lost customers and drive more conversions through this.  If you’ve got a large web audience, now you can serve mobile ads to them as well across both iOS and Android devices!

Getting Started

It’s easy to get started with mobile retargeting.  If you already have our tracking tag installed on your web site, try a cross-device campaign targeting visitors to your web site on mobile.  If you have an app already, export a list of lost user device IDs and upload that to create a Customer Audience you can target.  It should just take a few minutes!

If you want to install our SDK, check out the developer center for instructions.


Bringing seamless, transparent, easy-to-try mobile retargeting to marketers has been a goal of ours for some time.  We’re really excited to push these features live and help app developers re-engage lost users just like we’ve been helping marketers on desktop for years now.  If you have any questions about these new features, please don’t hesitate to reach out on Twitter or by writing us directly at  We’d love to hear from you and help you get set up!

Brad Flora

Brad Flora is co-founder and President of Perfect Audience. A former journalist, he started Perfect Audience to help make retargeting something that companies of all shapes and sizes can benefit from. He likes dill pickles and recently took first place in the Star Cup at 150cc in Mario Kart 64.

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Today we’re excited to announce we’ve made it easier to optimize the creatives running with your Perfect Audience campaigns.  Perfect Audience customers can now pause any ad running within a creative with just single click from the campaign detail page.  Until now, customers had to go through a cumbersome process of switching into campaign-edit mode and deselecting underperformers.

We’ve streamlined the process to just a single click that merely pauses delivery for an ad within a campaign, without actually removing it from the campaign (in case you want to reactivate it later).

You’ll see new “Pause” buttons in the far right of your “Ad Performance” table on campaign detail pages.  Here’s an example:


How to get started

Click to the detail pages for any of your active Perfect Audience campaigns and pause ads not reaching your marketing goals using the new button on the far right.  Yep!  Pretty simple!

Brad Flora

Brad Flora is co-founder and President of Perfect Audience. A former journalist, he started Perfect Audience to help make retargeting something that companies of all shapes and sizes can benefit from. He likes dill pickles and recently took first place in the Star Cup at 150cc in Mario Kart 64.

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