The duration you set for an audience segment, from 1 to 120 days, determines how long a visitor remains in that audience. This is also referred to as cookie duration.
When a unique visitor lands on your website, your AdRoll Pixel drops a cookie in their browser. This cookie adds them to the relevant audience and allows us to serve them ads.
Each time that same user revisits your site, the cookie duration is reset. If the user doesn't return to your site before the set duration ends, they are removed from the audience. They will only be added back if they visit your website again.
Recommended Duration
A shorter duration keeps your audience fresh with recent visitors, while a longer duration allows you to reach users who visited your site over an extended period.
To get started with AdRoll we recommend a duration of 90 days. Longer durations expose the same ads to the same 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 cookie durations need less frequent ad refreshes, as the audience changes quickly. You may also want to take your sales cycle into consideration when deciding on a duration.
Edit Audience Duration
Editing your audience duration is useful if you:
- Know that your visitors are more likely to convert within a set timeframe.
- Want to delay offering additional incentive to convert.
- Have a campaign strategy that requires you to control the timing of when your target audience sees your ad.
To edit your audience duration follow the steps below:
- Log in to AdRoll and navigate to Audiences in the left navigation menu.
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Click on Website Audiences tab and scroll down.
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Hover over the segment you want to edit and click on the three dots.
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Click New Duration.
- Update the 'How long to keep a person in this audience?' field and click on Create Audience.
- Click Create Audience when you're finished.