Home > Audiences > Audience Overview > How to set a duration for an audience

How to set a duration for an audience

When creating a Retargeting Audience, you may want to cookie users for only specific period of time. Using the "duration" setting, you can tell Perfect Audience to destroy the cookie from a list after a certain number of days. This is done using the Duration box when creating a new Audience:

This can be very useful for reaching people at just the right time in their "interest lifecycle" with regards to your business. After 180 days, for example, if a user hasn't visited your site again, they probably won't.  However, during the first 7 days after a visit is probably when their interest in your product is strongest.

Leaving the duration field empty will set a cookie that remains until the user clears their cookies (180 days max). This can be useful for exclusion pixels (see below).

Note: Using very short durations with your audiences may cause your campaign to serve very few impressions. We recommend trying out settings between 30-180 days for longer-scale campaigns alongside campaigns targeting Audiences with shorter, 3-7 day durations to see what converts.