Create an Audience of People Who Spent the Most Time on Your Website

Remarketing, or targeting people who recently visited your website with Facebook ads, is effective due to relevancy. One of the many ways you can increase this relevancy is by targeting those who spent the most time on your website.

Let’s walk through how to create those audiences here.

How to Create

Go to Audiences within the Business Tools menu.

Facebook Website Custom Audiences

Click “Create Audience” and select “Custom Audience.”

Facebook Website Custom Audiences

Select “Website” as your source.

Facebook Website Custom Audiences

It will look like this…

Facebook Website Custom Audiences

Click the drop-down menu the defaults to “All Website Visitors” and select “Visitors by Time Spent”…

Facebook Website Custom Audiences

You can create an audience of your top 5%, 10%, or 25% visitors in terms of time spent on your website.

Facebook Website Custom Audiences

If you want, you can further filter by pages visited. One example of why you might use this is if you have the same pixel on multiple domains.

Facebook Website Custom Audiences

While this approach is great for isolating valuable visitors, know that it’s also slicing your audience into a much smaller fraction. It may not be ideal for websites with light traffic. Or you may simply want to use a longer duration and lower budget.

A theoretical example of how this works:

Your website gets 100,000 visitors during the past 30 days. Those visitors are listed (hypothetically) in order of time spent on your website. So the first person has spent the most time on your website during those 30 days. We’ll say they spent 10 hours. The last person spent the least amount of time. We’ll say they spent one second.

To create an audience of the top 25% of active users on your website, Facebook takes the top 25,000 in this case.

How to Use Them

When creating these audiences, they will appear on the Audiences page along with other Custom Audiences, Lookalike Audiences, and Saved Audiences.

Time on Website Custom Audience

You can then target or exclude this audience when editing the audience while creating an ad set.

Time on Website Custom Audience

The Benefits of These Audiences

This is a really good way to isolate high-quality website visitors. Understand that your entire pool of visitors includes the good and the bad. So, when you create an audience of all visitors, it includes people who spent a couple of seconds on your site along with those who spent hours. We want to focus on those who spent hours.

There are many potential use cases. You can target this audience for driving traffic to a new blog post, promoting a list-builder, or selling a product. It’s simply one more tool for your targeting toolbox.

Your Turn

What do you think of these audiences? How do you use themm?

Let me know in the comments below!