Yahoo! JAPAN Ads

Yahoo! JAPAN Ads Help

Site visit history and duration

This page describes the settings for the site visit history and duration that you set when you create and edit audience lists.

You can edit the valid duration of the visit history and the accumulation of the visit history using the following audience lists:
  • Website visitors
  • Rules
  • Default
    *You can set "Website visitors" and "Rules" when you're creating audience lists.

1. Membership duration
2. List status
3. Past website visitors


1. Membership duration

You can set "Membership duration" in the audience list as the valid duration of the data stored in the list between 1 and 540 days.

Setting the valid duration of the visit history in the audience list

Example1: The valid duration of the visit history is 90 days by default.


Example2: When you change the duration to 60 days
Example3: When you change the duration to 120 days


  • The default setting is 90 days.
  • You can set the duration to between 1 and 540 days.
  • For combined audience lists, the valid duration is based on the valid duration of the list you combined.
  • Since the audience list extracts similar users from the data of past visitors, the membership duration set for the audience list does not affect the extraction of similar user data.
    *Even if you create multiple audience lists using the same settings but with a different duration, the content of similar users extracted from the list will be the same as a result.


2. List status

In the "List Status" column of the audience list, you can set whether or not to store data such as the user's site visit history and app event information.

Setting the list status

When you set the status "Open," the audience list will continue to accumulate the site visit history unless you change it to "Closed."
Conversely, when you select "Closed," the list doesn't accumulate history until you change it to "Open."

By setting "List status," you can create an audience list that delivers ads to specific users, such as visitors of your website during a particular duration and those who experienced app events during that time.

If no ads appear for 100 days, the "List status" will be subject to become "Closed" automatically. Audience lists that are not associated with ad groups will also be subject to change to "Closed" automatically if they have not been used for 100 days.
After the system changes its status to "Closed," it will automatically switch to "Open" when the ad appears. The system will retain the accumulated visit history for a valid duration.
However, the following audience list will not be "Closed" if the ad does not show up for 100 days:

  • within 100 days after changing the "List status"
  • used as an excluding list
  • set up using the combinations that triggered the ads.
  • set up using similar users that triggered the ads.
  • When "List status" is set to "Closed", you can't save visitors' histories and you can't acquire them later.
  • When there is an audience list that references the default audience list, even if the "List Status" of the default list is automatically changed to "Closed," the system will not change the "List Status" of the referenced list to "Closed" if the referenced list shows an ad at least once in the past 100 days.
  • Newly created audience lists will accumulate a history of visits for 100 days from the date of creation, even if no ads are running.

View the following pages for methods for setting the duration and list status:
Create audience lists
Edit or remove audience list
Audience lists screen

3.Past website visitors

When you create an audience list of "Website visitors" and "Rules," you can include the website visitors prior to audience list creation in targeting users using the "Past website visitors" setting.

  • Set (include past website visitors who match rules):
    It accumulates users who have visited the advertiser's site or app in the past 30 days and matches the rules of the audience list.
  • Not set (don't include past website visitors):
    Ads will not run for users who have visited the website before the audience list was created.
  • You can only set "Past website visitors" when creating a new audience list. You cannot edit them after creating an audience list.
  • To use "Past website visitors," install a site retargeting tag on the advertiser's site and set up app events before creating an audience list.
    Note that the required settings vary depending on the data stored in the audience list. Learn more:
    Deliver ads to website visitors (site retargeting)
    Deliver ads based on app event information

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