Recency Window is the time period since a user’s last interaction used to determine audience freshness or messaging.
Example of Recency Window
A visitor who viewed pricing yesterday may need a different follow-up than someone who last visited several weeks ago. Separate recent and older eligible audiences to test that distinction instead of assuming their interest is equally current.
Why Recency Window matters
It matters because most visitors do not convert on the first visit. Retargeting terminology helps teams create thoughtful follow-up sequences, avoid wasted impressions, and respect audience exclusions and privacy expectations.
Related terms
- Attribution Window
- Membership Duration
- View-Through Conversion
- Frequency Cap
- Click-Through Conversion
- CRM Audience
Frequently Asked Question
What does Recency Window mean?
Recency Window means the time period since a user’s last interaction used to determine audience freshness or messaging.