Recency and Frequency

In Segment Builder, recency and frequency let you segment visitors based on actions that occur or repeat over a set daily interval.

Contents:

Recency and Frequency: About

Audience Manager defines recency and frequency as follows:

  • Recency: The number of days during which a user viewed or qualified for one (or more) traits.

  • Frequency: The rate at which a user viewed or qualified for one (or more) traits.

Recency and frequency settings help you segment visitors based on their real (or perceived) level of interest in a site, section, or particular creative. For example, users who qualify for a segment with high recency/frequency requirements may be more interested in a site or product than users who visit less often or less frequently.

Location of Recency and Frequency Settings

In Segment Builder, recency and frequency settings are located in the Basic View section of the Traits panel. Click the clock icon to expose these controls.

Limitations and Rules

Review and understand these limits and rules when you want to apply recency and frequency to traits in your segments.

Recency

Limit or Rule Description

Minimum Value

Recency must be greater than 0.

Third-Party Traits

You cannot set recency rules on individual third-party traits or trait groups that contain third-party traits. Recency and frequency applies to your own traits only.

Frequency

Limit or Rule Description

Third-Party Traits

You cannot set frequency rules on individual third-party traits or trait groups that contain third-party traits. Recency and frequency applies to your own traits only.

Recency Requirements

You can configure frequency requirements without configuring recency requirements. Just set a frequency value and leave the recency field blank.

Profile Merge Rules

See Trait Frequency, Device Graphs, and Profile Merge Rules.

Frequency Capping Examples

Frequency-capping expressions include all the users whose number of trait realizations is below a desired value. Here are a few examples:

  • The expression frequency([1000T]) <= 5 includes all users that have realized the trait with the ID "1000" fewer than five times, including users who have not realized the trait.
  • When you need recency/frequency requirements to be less than a specific number of times or days, join that trait to another with an AND operator. Using the example above, this expression becomes valid when joined with another trait as shown here: frequency([1000T]) <= 5 AND isSiteVisitorTrait
  • For advertising frequency-capping use cases, you could create a segment rule similar to this: (frequency([1000T] <= 2D) >= 5)?. This expression includes all users that have realized the trait with the ID "1000" in the last 2 days more than five times. Set frequency capping by sending this segment to the ad server with a NOT set on the segment in the ad server. This approach achieves greater performance in Audience Manager while still serving the same purpose for frequency capping.