Meta is increasing the size of purchase audiences!
Meta will be increasing the maximum audience retention size for purchase audiences from 180 days to 730 days starting next week from May 18.
This could change a lot of existing campaign setups using the purchase audiences overnight if people miss the notification because all existing 180 day purchase audiences will automatically update to 730 days unless you manually opt out.
If you want your campaigns to stay the same, you can opt out by heading to the Audiences tab in the left hand column of your ad account and you will see a notification banner at the top. Hit "opt out". You will still be able to create the 730 days audience later if you opt out.
Once it’s live and there’s a bit of data, I’m keen to explore this. Having a bigger audience retention window will mean you can create harsher purchase exclusions and talk to an even colder audience.
Curious what people are thinking here about the update?