🥸 First, keep in mind that some information is not disclosed by the Meta group and we simply do not have access to it. In this article, you will find an answer based on Meta's open source documentation as well as our own observations due to our business.
The frequency
Refers to how often the data is updated in the Advertising API. The Advertising API provides real-time access to the data, and it is updated frequently to ensure that the most recent information is available to advertisers. For example, ad performance metrics such as impressions, clicks, and conversions are updated every 5-15 minutes, so advertisers can quickly see how their campaigns are performing.
What about the updates for criteria?
The frequency of updates for interest and behavior targeting options can vary depending on the specific criteria and the source of the data.
Here are some general guidelines:
Interest targeting options based on Facebook activity (e.g., pages liked, posts commented on) are typically updated in real-time, meaning they are available immediately after the user takes the action.
Interest targeting options based on other websites or apps (e.g., website visits, app usage) may have a delay of up to 72 hours before the data is available in Facebook.
Behavior targeting options based on online activity (e.g., purchase behavior, device usage) are typically updated on a daily basis.
Offline behavior targeting options (e.g., in-store purchases) may take up to a month or more to be available in Facebook.
👀 It's important to note that these are general guidelines and the frequency of updates for specific interest and behavior criteria may vary. Additionally, Facebook's data collection policies and practices are subject to change, which may affect the availability and frequency of targeting options over time.
What about the introduction of new criteria?
The introduction frequency for new specific interest criteria such as celebrities and media can vary, as it depends on a number of factors, including the availability and relevance of data, the demand for that specific interest, and changes in user behavior.
In general, interest criteria based on publicly available information, such as celebrities, public figures, and media, are likely to be updated more frequently than interest criteria based on user behavior or offline activity.
📚 Learn more from the Meta knowledge base and other sources: