Advanced Targeting gives you full control of who is targeted and when.
Retarget Users for a Limited Time
It may be that you don’t want to target your users indefinitely. You would rather retarget them for a specific number of days after they visit your site, and then stop. You can set this window of time from the first time they visit your site, or from the most recent time they have visited your site.
- In the Audiences section of the campaign editor, select Advanced Targeting Mode.
- Click Add as a New Group.
- Click the Apply rules indefinitely dropdown, and choose the number of days to target.
This campaign will only target users for 14 days after the first time they access your site. Revisiting the site will not affect the status of the campaign pertaining to that user.
If you wish the campaign to react to the most recent time the user has accessed your site, then the rule should be changed to after last pixel access.
Each time the user re-visits the page, the 14-day window resets.
Select the audience that you want to exclude from targeting. Click on "Target" to change this to "Exclude" and then click the "Apply rules indefinitely" drop down. Be sure to select Apply rules from day 0 to 2,and after first pixel access. This will ensure individual users will not be targeted until 2 days after the first time they visit the web page where your pixel is placed.
It is also possible to stop targeting individual users after a set period of time. In order to do this, click the +Add as a New Group button again, and select the same audience that you are already targeting. This time, use Target. Then, select the number of days after which you want to stop targeting each user.
It is important to note that since "First Access" is selected, the campaign will stop targeting each user after 92 days even if they visit your web page again. "First Access" means the first time they ever visited your site. If you would like to target them every time they visit your web page, then change "First Access" to "Last Access" in both the target and exclude rules. Now the campaign will reset its targeting cycle each time a user visits your web page again. In this case, waiting for 2 days to start targeting and then stopping 92 days after that.
Untarget Converted Users
Your retargeting campaign might have a specific goal (signup, sale, form submission, etc.) Once that goal has been achieved (on a per-user basis) you no longer want to waste your budget advertising to those users. If you are selling a product, for example, you no longer want to advertise to users that have purchased it.
To accomplish this, you need to create a second audience tag that will be placed on the Conversion Page, or Thank You page of your website. Once the second tag is in place, you’ll create a retargeting campaign which "targets" your main audience and "excludes" the converted audience, ensuring to join each audience group by "and"