How Long Should Retargeting Audience Windows Be? A Complete Guide...

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2026-02-16 14:39:33 -

How Long Should Retargeting Audience Windows Be? A Complete Guide to 7, 30, 90, and 180-Day Audiences

One of the most important decisions in retargeting is not who to target, but how long to target them. Audience window length—also called membership duration or lookback period—determines how long a user remains eligible to see your ads after interacting with your brand. If your window is too short, you lose potential conversions. If it is too long, you waste budget on uninterested...

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