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Time to update your News Feed ads!

Facebook News Feed Retargeting has quickly grown from 0 to a very popular feature for Perfect Audience customers. Today it’s getting better as we launch “Large Format” news feed ads.  Up until today, advertisers have been about to create Page Post Link Ads with a 200px X 200px image.  Facebook recently added support for ads with a much larger image that spans the full width of the news feed, allowing for more engaging ads.  You can now create ads in the new format inside your Perfect Audience dashboard.  Here’s an example of one right here:

To create a post in the new style, click the “Create Ads” link in your “Manage” menu and select “News Feed Ad”.

Then choose the “Large-image post” option at the beginning of the form and create the ad.

The recommended image dimensions programmed into our cropping tool are 600px X 315px.

Important Note: While we send Facebook the ad content in the large style, it sometimes displays in the more traditional style with a square, 200×200 image thumbnail. Facebook displays sponsored news feed posts differently depending on the browser version being used by the viewer.

Enjoy the new feature. We look forward to hearing about the great results you see!

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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Happy Friday and welcome back to our Win at Retargeting blog series! Today I’ll be talking about a topic that customers ask me about quite frequently – excluding converted users from seeing your ads.

You’ve got your campaign up and running, you’re tracking conversions, and you’re making sales. But how do you stop serving ads to those who have converted? With Perfect Audience, you can set this up in two simple steps:

1. Create a “Converted Users” retargeting list.

Click on Manage-> Retargeting Lists and create a new retargeting list. You’ll want to set this new retargeting list up to match the conversion goal you’re tracking. For example, if you have a conversion goal that triggers at, create the retargeting list to capture any users who land on /thankyou.html.

Now, anytime someone converts on your site, the conversion will trigger like normal, but the user will also be added to this new list of converted users.

2. Edit your campaign to Exclude this new list.

When creating or editing a campaign, look for the step where you choose the retargeting list options:

Screen Shot 2014-02-07 at 12.41.05 PM





Target any list of users that you want to show ads to, and Exclude the list of converted users as I have in my example above.

From now on, anyone who converts will be added to the Converted list and will automatically be excluded from seeing your ads in the future. This is a great way to save money on your campaigns. You’ll only be serving ads to those users who haven’t yet purchased something, giving your more bang for your buck and an increased ROI.

It’s almost too easy!

Take a look at this video to see a demo of how this works.

If you have any questions about this or anything else, please let us know at You can also reach me on Twitter @scottsupportpa.

Enjoy the weekend!

Scott Danielson

Scott is the Customer Success Manager at Perfect Audience. He holds a degree from Illinois State University and has over 10 years experience working in the customer service/tech support field.

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Welcome back to our Win at Retargeting blog series!

Today we’ll be covering Targeting Windows, and how you can use them to help boost CTR and conversion rates for your campaigns. But first, I want to make sure you understand the difference between a Targeting Window and a Retargeting List Duration.

When creating a retargeting list, you can set a Duration for the list:

In this setting, you set the number of days you want the visitor to remain on the retargeting list. In this example we’ve used 30 days. That means that any visitor who hasn’t been to your site in more than 30 days will be removed from the retargeting list. This is a great way to keep your lists full of only visitors who have recently navigated to your site. If you want to keep users on your retargeting lists indefinitely, leave this box blank. Keep in mind that the more time that passes, the less likely the user is to click on your ads, so you might be spending money showing ads to people who aren’t interested anymore. We recommend starting with 30 or 60 days until you get a good feel for your data.

Targeting Windows work similarly, but are different. When creating or editing a campaign, look for this box on the step where you select your retargeting lists:

Here you can set a “targeting window” for each list. This differs from the List Duration mentioned above.

In this example, we have the windows set to 7 days. That means the campaign will only serve ads to users on the list who have been to your site in the last 7 days. If it’s been longer than 7 days, the user still remains on the list, but they won’t be served your ads.

Setting your targeting windows in this manner can be a very effective way to boost your CTR and conversions! You won’t be spending money showing ads to people who haven’t been to your site in over a month and maybe don’t remember or aren’t interested anymore. Your ads will be in front of the newest visitors most likely to click back to your site. The added benefit to this is that the user will remain on the retargeting list, so you can still use that data in different ways for your other campaigns!

(Please note that Targeting Windows are not available on Trial campaigns.)

We also have a video walkthrough available to show you how this works.

If you have any questions about this, please let us know at You can also reach me on Twitter @scottsupportpa.

Check in with us again soon for more tips to keep your campaigns healthy and successful.

Have a great weekend!

Scott Danielson

Scott is the Customer Success Manager at Perfect Audience. He holds a degree from Illinois State University and has over 10 years experience working in the customer service/tech support field.

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mailbagHello Retargeters and Happy Friday!

As your fearless Customer Success Manager, I receive each and every email you send to We’ve had a lot of great questions come in this week that might not be common knowledge, so I wanted to dedicate this post to publicly answering some of the recurring questions that I’ve been asked regarding your Perfect Audience account.

1. Does the trailing / matter when creating a path type Retargeting List or Conversion Goal?

Yes! When creating your Retargeting Lists or Conversion Goals, make sure you enter the exact path the user would visit on your site. For example, you might have a URL that looks like this on your site:

If you setup your list or goal to point to /newpage our system will not trigger the list/goal. The system will be looking for exactly /newpage so it thinks /newpage/ is something different altogether.

To set this up correctly, make sure you set your list or goal to /newpage/
You can also use a wildcard like this: /newpage*

2. How do I track conversions if the purchase happens on a subdomain or alternate domain?

Let’s say your users visit to browse your products. They add something to a cart and proceed to the checkout. The payment processing occurs at something like or, so how do you track those conversions?

Easy! Just setup the conversion goal to point to the correct path on those pages. Using the example URLs from above, you would set the goal to trigger on:

Our site tracking tag will ignore the subdomain, domain, and .com of the site that it is on, and will only pay attention to what comes after. As long as you have your paths setup correctly, you should have no problem. Make sure our tracking tag is installed on those external pages!

3. I’m using the WordPress plugin on my site. Do I need to install the tracking tag as well?

No sir! The WordPress Plugin will automatically pull your complete tracking tag from our site once you’ve configured the plugin correctly. There is no need to install our tracking tag in addition to using the plugin. Take a look at this video to see how to install the plugin, then watch this one to learn how to test if the tag is working.

4. Is there anyone who visits my site that will NOT be cookied?

There is. We will not be able to cookie these types of users:

  • Non-desktop traffic  (We only cookie desktop browser visitors)
  • Safari users  (Safari blocks 3rd party cookies)
  • Traffic that is running AdBlock
  • Traffic that is blocking cookies
  • Traffic that has javascript disabled

5. I have other 3rd party tracking tags installed on my website. Will they interfere with Perfect Audience’s tag?

Nope! Our tag runs independently. There shouldn’t be any conflicts with our tag and any other tracking tags you might be running. If you run into any problems, please let us know!

Thank you to our awesome customers for all the great questions! Please keep them coming. You can always contact us at You can also reach me on Twitter: @scottsupportPA

Scott Danielson

Scott is the Customer Success Manager at Perfect Audience. He holds a degree from Illinois State University and has over 10 years experience working in the customer service/tech support field.

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winat Welcome to the second post of our new blog series, Win at Retargeting!

Today we’re going to discuss how to use UTM parameters with your ads to track click activity in analytics software like Google Analytics. So in order for this article to be worthwhile to you, you’ll need to first setup Analytics or other similar service.

What the heck is a UTM Parameter?

Before we dive into why you should use UTM Parameters with your ads, let me first give you a brief introduction to UTM Parameters. UTM actually stands for Urchin Tracking Module. The name comes from Urchin, a product Google acquired in 2004.  Today it’s best known as a tracking format Google uses to track your URLS alongside your ads. Have you ever been to a website and noticed something in the URL that looks like this?

That bit after the question mark is a UTM Parameter. When a user clicks on an ad with a UTM parameter attached, they land on a page with the UTM parameters added to the URL.  Google Analytics and other tracking programs see those added parameters and store them for later reference.

What do all these UTM parameters do?

There are multiple parameters you can use with an ad:

utm_source – This is where the traffic is coming from. For a Facebook campaign you might want to use something like utm_source=facebook
utm_medium – A way to describe the ad, perhaps by size or type; utm_medium=fb_sidebar
utm_campaign – Labeled as Name in Perfect Audience, an identifier for your campaign; utm_campaign=fb_retargeting

These two parameters are optional, but can also be included:
utm_term – This is typically used in paid search campaigns to determine a specific keyword that you were using the ad for. This parameter isn’t necessarily beneficial for retargeting but you can use this if you wish.
utm_content – Great for A/B testing and identifying the ad; utm_content=10percentoff

Adding UTM Parameters to Your Ads in Perfect Audience

When creating an ad, look for the button labeled Add UTM Parameters:       Click the green button and you’ll get to this screen. Add your UTM parameters here:

Add your parameters and click Finish. When you submit the ad, the UTM Parameters will be included in the click URL. You can then track these specific keywords in Google Analytics.

Best Practices for designing UTM Parmeters

There’s no wrong way to design your UTM Parameters, but here are a couple things to keep in mind:

  • Create a standardized naming convention. This will help tracking and organization.
  • Be specific with your parameters, but not so granular that you won’t know which ad is which.
  • Keep all of your parameters in lowercase letters.
  • Be unique and don’t repeat the same keyword again and again. This can make reports very difficult to read.

Finding UTM Parameters in Google Analytics

Once you receive some clicks from your ads, you can track them in Google Analytics:

In the left hand side menu, look for Acquistion. Click that, then click Campaigns.

In the table that appears, look for the Campaign column:

These are all keywords being pulled from the utm_campaign parameter so you can track by campaign type. But we can go into even further detail! Look for the box just above the campaign column labeled Secondary Acquisition. Click that, then click Acquisition, then Medium.

Now you’ve got a second column displaying the parameter of utm_medium!

Now you’re able to see which campaign the ads were running in and the medium the ad was run through. This is a great way to get granular with your ad stats in Google Analytics.

That’s all we’ve got for you today! Look for the next installment in our Win at Retargeting series soon.

As always, you can reach us at, or feel free to contact me on Twitter: @scottsupportpa.

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Scott Danielson

Scott is the Customer Success Manager at Perfect Audience. He holds a degree from Illinois State University and has over 10 years experience working in the customer service/tech support field.

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[Editor’s Note: To kick off the new year, Scott Danielson, Perfect Audience’s fearless Customer Success Manager, will be publishing a series of posts on campaign optimization aimed at helping you achieve true victory with your campaigns.  If you have suggestions for topics we should cover, send us a line at  Enjoy the first installment focused on setting up tracking!]

You’re all tracking your conversions in Perfect Audience, right? If not, set that up immediately! Tracking conversions is the best way to track how well your campaigns are performing and determine your overall ROI.

You can setup a conversion goal in just a few minutes, and we allow you to assign a revenue value for each conversion. For example, if you make $10 on every sale, you can attribute $10 to each conversion in Perfect Audience.

That might be good enough for you, but what if your sales vary in price? What if you have an online store that holds a variety of items with different costs? Can you track those values as well?

Absolutely! You can pass through the revenue value and an order ID/customer email address to the conversion manager in your account. In fact, you can do this right through the tracking tag that’s already installed on your website. Here’s how it works:

First, look for the lines of code in your tracking tag that look like this:
// _pa.orderId = "myOrderId"; // OPTIONAL: attach unique conversion identifier to conversions
// _pa.revenue = "19.99"; // OPTIONAL: attach dynamic purchase values to conversions

If you want to include an order ID or other identifier for the order (like a customer email), remove the two // before _pa.orderId. Then, change the “myOrderId” to the value or variable your website uses for that information. This is going to vary from site to site, and it might be something you need to ask your web developer about. This information should already be available on your conversion page. For example, if your shopping cart software uses a variable labeled {order_id}, then you would change that line to read _pa.orderId=”{order_id}”.

The same goes for the revenue value. Remove the // at the beginning of that line, then change the default “19.99” to whichever variable on your site holds the order total.

That’s all you need to do! Assuming you have everything setup correctly, your Conversion Manager will start showing the information that you’re passing through from your sales for new conversions.

Feel free to take a look at this page for more information.

You’re welcome to email if you have any questions about setting up your conversion goals in this way. Please keep in mind that because this is more of an advanced feature that requires custom coding, we can only offer very limited support on this topic. Your web host/developer is probably the best resource to set this up for you, but we’ll do what we can to help!

Happy retargeting!

Scott Danielson

Scott is the Customer Success Manager at Perfect Audience. He holds a degree from Illinois State University and has over 10 years experience working in the customer service/tech support field.

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