What Are Behavior-Based Audiences?
Behavior-based audiences are groups of users segmented based on specific on-site actions. These include:
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Page scroll depth: How far users scroll on a webpage.
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Time spent on site or specific pages.
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Number of page views per session.
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Engagement with particular elements (e.g., clicking buttons or videos).
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Exit intent or bounce patterns.
These behaviors give valuable insight into user intent and interest levels.
Why Behavior Matters in Ad Targeting
According to a 2023 study by HubSpot, users who spend more than 90 seconds on a website are 2.5x more likely to convert than those who spend less than 30 seconds. Similarly, a visitor who scrolls past 75% of a product page is significantly more likely to be sales-ready.
Behavioral data helps you:
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Prioritize warm leads.
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Exclude low-intent visitors.
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Build precise Facebook custom audiences.
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Improve ad relevance and ROI.
Segmenting by Page Scroll Depth
Scroll-depth heatmap illustrating where most users stop scrolling—ideal for identifying high-intent engagement zones
Scroll tracking allows you to identify users most engaged with your content. For example:
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Users who scroll more than 75% of a blog post could be added to a retargeting audience for related offers.
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Visitors who bounce before 25% could be excluded from campaigns.
Scroll depth data, especially when layered with time-on-site, sharpens your audience targeting strategy.
Time on Site: A Key Engagement Metric
Typical average session duration—around 3 minutes 44 seconds—highlighting how much time engaged visitors spend on site
Not all visitors are equal. Someone who spends 3 minutes on a page has clearly shown more interest than someone who exits after 10 seconds.
This layered approach enables smart Facebook retargeting strategies that focus on engaged traffic.
Other On-Site Behaviors Worth Tracking
In addition to scroll and time, consider building segments based on:
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Page views: Users who visit more than 3 pages are often deeper in the funnel.
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Button clicks: Add to cart, sign-up, or play video actions show intent.
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Form interactions: Even incomplete submissions indicate interest.
These segments can become high-performing Facebook custom audiences or even seed lookalike audiences for top-of-funnel targeting.
Final Thoughts
Behavioral segmentation is no longer optional for competitive Facebook advertising. By tracking and segmenting based on how users interact with your site, you can:
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Improve targeting precision.
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Enhance ad performance.
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Drive better ROI.
Want to take your Facebook ad targeting to the next level? Learn more in our deep dive on Facebook ad audience types and see how behavior data can redefine your audience strategy.
