skill-099-membership-duration-optimization

Skill 099: Membership Duration Optimization

Purpose

Optimize audience membership durations aligned to the business's buying cycle. Shorter windows capture urgency; longer windows re-engage users for high-consideration purchases.

Data Requirements

Data Source: Standard

Standard Data:

• data/account/campaigns/*/audience_targeting.md - Audience configurations
• data/account/campaigns/*/*/audience_targeting.md - Ad group audiences

Reference GAQL:

SELECT
  user_list.name,
  user_list.membership_life_span,
  user_list.size_for_display,
  user_list.size_for_search
FROM user_list
WHERE user_list.membership_status = 'OPEN'

Use /google-ads:get-custom for conversion lag analysis:

SELECT
  segments.conversion_lag_bucket,
  metrics.conversions,
  metrics.conversions_value
FROM campaign
WHERE segments.date BETWEEN '{start_date}' AND '{end_date}'
  AND campaign.advertising_channel_type = 'DISPLAY'

Analysis Steps

1. Determine Business Buying Cycle: Quick (7-30 days), Medium (30-90 days), Long (90-365 days)
2. Review Current Durations: Extract membership durations from audience configurations
3. Map Durations to Funnel Stage: High-intent = shorter, low-intent = longer
4. Identify Mismatches: Cart abandoners >30 days, B2B audiences <60 days

Thresholds

Condition	Severity
Cart abandoner duration >30 days	Warning
B2B audiences <60 days	Warning
All durations identical (no optimization)	Info
Exclusion list shorter than buying cycle	Warning
High-intent segment >90 days	Warning

Output

Short (default):

## Membership Duration Audit
**Account:** [name] | **Business Type:** [type] | **Est. Buying Cycle:** [X days] | **Issues:** [count]

### Warnings
- **Cart abandoners at 60 days** - Reduce to 7-14 days for urgency
- **All audiences at 30 days** - No duration optimization applied

### Recommendations
1. Set cart abandoners to 7-14 days
2. Set product viewers to 30-60 days
3. Extend purchaser exclusion to [X days] to match buying cycle

Detailed adds:

• Duration audit table by audience
• Recommended durations by industry vertical
• Conversion lag analysis if available
• Duration testing strategy