Question

I’m setting up some remarketing campaigns and creating custom audiences (like people who viewed certain pages, added to cart, or initiated checkout). I want to confirm how these audiences work in terms of refreshing.

Do I need to manually update or recreate these custom audiences every 30 days, or does Facebook automatically refresh them as people fall in and out of the time window?

For example, if I set the audience to “people who visited in the last 30 days,” does Facebook keep that dynamic and auto-update daily? Or should I be duplicating and resetting audiences regularly to keep them accurate?

Thanks in advance – just want to make sure I’m not wasting ad spend on stale data

Answer 1

No, you do not need to manually update or recreate custom audiences. Facebook (Meta) automatically refreshes them daily based on the time window you set.

How It Works:

When you create a custom audience using website events (like “visited product page in the last 30 days” or “initiated checkout in the last 7 days”), Facebook dynamically includes or excludes users based on their activity and the rolling time window.

For example:

• If a user visited your site 29 days ago, they’re included today.

• Tomorrow, if they haven’t returned, they move to 30 days.

• On day 31, they fall out of the audience automatically.

The refresh happens daily, in real-time—no manual duplication or recreation needed.

Best Practices:

• Use different time windows for segmentation (e.g., 7-day vs. 30-day viewers) to test performance and recency impact.

• Pair with exclusions (e.g., exclude recent purchasers) to avoid wasting spend.

• Monitor audience size trends over time to catch tracking or pixel issues.

So you’re good—your audiences stay fresh automatically, and you won’t waste spend on stale data. Just be sure your pixel is firing correctly and events are being captured consistently.