Meta introduced a new feature enhancing retargeting on Facebook and Instagram by allowing advertisers to set additional conditions for custom audiences based on user interactions.
New Retargeting Filters
Advertisers can now apply two specific filters to refine retargeting audiences:
- "At least" filter: Targets users who engaged with the account a minimum number of times within a specified period.
- "In the past" filter: Targets users who engaged within a specific date range.
Supported Events
These filters apply to various engagement types on both Facebook and Instagram, including:
- People who engaged with the account
- People who visited the account
- People who engaged with any post or ad
- People who clicked any call-to-action button on the Facebook page
- People who saved any post or ad
Benefits and Recommendations
This update helps improve the quality of retargeting segments by allowing more precise audience definitions. It is particularly useful for advertisers with large retargeting audiences. For example, the "In the past x to x days" filter enables the creation of evergreen retargeting audiences, while the "At least" filter helps focus on users with higher intent by targeting those with multiple engagements. These filters open up various use cases to optimize retargeting strategies effectively.
