Meta introduces engagement frequency and time frame filters for Facebook and Instagram custom audiences.
1 min read
What changed
Meta introduced new filters for Facebook and Instagram custom audiences allowing retargeting based on engagement frequency ("at least" x times) and time frame ("in the past" x to x days).
These filters apply across video views, page interactions and ad engagement custom audiences.
The update gives advertisers more granular control over who enters their retargeting pools.
What it means
This closes a long-standing gap in Meta's retargeting. Previously, someone who watched 3 seconds of one video sat in the same audience as someone who watched 10 videos in the last week. Now you can separate casual scrollers from genuinely engaged prospects. For Australian ecommerce and lead gen businesses, this means tighter retargeting pools with higher intent signals and lower wasted spend.
What to do
Rebuild your warmest retargeting audiences using the new frequency filter (e.g. "engaged at least 3 times in the past 14 days")
Create a tiered retargeting structure: light touch (1 engagement), warm (3+), hot (5+ in 7 days)
Test frequency-filtered audiences against your existing broad retargeting to measure CPA difference
Exclude low-frequency engagers from your bottom-funnel campaigns
Source: Swipe Insight and Meta for Business (April 2026)