Posted by .


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.

Meet our team Join our team

  • Jeff Burritt

    Scott, nice job clarifying the difference between list duration and target window. Thanks.

  • Jordan

    Seems like a useful feature, thanks for clarifying. What would you recommend showing to 7 day visitors that would differ from 30/60 day visitors? Is there some strategy that can be used for short-term vs. long term users in terms of ads (graphics/text)?

  • Brad Flora

    Absolutely. More recent visitors have a higher level of intent than visitors from longer ago. The further away someone is from their initial visit, the more you might want to serve a flashier offer to them like a discount or other marketing message that will get their attention. More recent visitors have higher intent so you can speak more directly to their interests.

  • Pierre Lechelle

    It looks like this feature is not available anymore. I don’t see the fields when I set up my campaign…

  • Brad Flora

    It’s available for paid campaigns but not trial campaigns.

  • Pierre Lechelle

    I should’ve read the whole article ! 😀