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Meta adds frequency and recency filters to Facebook and Instagram custom audiences
Bram Van der Hallen has identified two new filters for Facebook and Instagram custom audiences used in retargeting. The "At least" filter targets users who engaged with an account at least a specified number of times within a specified period, enabling focus on high-intent repeat engagers.
What changed
The "In the past x to x days" filter enables rolling evergreen retargeting windows with a defined start and end point: useful for building audiences that automatically age out older, lower-intent engagements. Both filters apply to account visits, post and ad engagement, CTA button clicks, and saved posts on Facebook and Instagram alike.
Why it matters for advertisers
For you, this means more precise retargeting segmentation without building multiple overlapping audiences: particularly valuable for large retargeting pools where audience quality rather than volume is the priority.
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Original newsletter text and archive evidence
Meta adds frequency and recency filters to Facebook and Instagram custom audiences
Bram Van der Hallen has identified two new filters for Facebook and Instagram custom audiences used in retargeting. The "At least" filter targets users who engaged with an account at least a specified number of times within a specified period, enabling focus on high-intent repeat engagers. The "In the past x to x days" filter enables rolling evergreen retargeting windows with a defined start and end point: useful for building audiences that automatically age out older, lower-intent engagements. Both filters apply to account visits, post and ad engagement, CTA button clicks, and saved posts on Facebook and Instagram alike.
For you, this means more precise retargeting segmentation without building multiple overlapping audiences: particularly valuable for large retargeting pools where audience quality rather than volume is the priority.
Source captured . No explicit first-contributor label was provided for this update.
