An audience is a group of users who share a common attribute (behavior, location, user properties, and so on). You can create and save these audiences, and use them to:
- Target experiences (for example, show a promotion for your new shoe collection to users who purchased shoes in the past).
- Break down report data (for example, view the results of an A/B test broken down by mobile users vs. desktop users).
- Export to a third-party platform (for example, export email addresses of users who are interested in shoes, so you can target them in your email platform).
Audience types
When you create a new audience (Audiences › Audience Manager › Create Audience) you can select from the following audience types:
- User Attributes: This is the broadest audience type, and is constructed based on any combination of logic and attributes.
- Campaign Traffic: This audience type enables you to include users in the appropriate audience from the first time they enter your site, and serve them a personalized experience beginning with their very first interaction.
You can mark up to 4 audiences as primary audiences, which means they always appear first, and in the Audience Manager include a summary card for easy access and an overview of information.
User Attributes audiences
Build audiences by creating a set of conditions. These conditions can be based on the user's past behavior, technology, geography, and more.
To create a User Attributes audience:
- Go to Audience › Audience Manager and select Create Audience.
- Select the User Attributes.
- Select Conditions that define your audience (for example, country is France). You can add multiple conditions to define the audience using:
- OR – to expand the definition (for example, country is France or Spain), so users can match either one of the conditions.
- AND – to refine the definition (for example, country is France and device category is mobile), so users must match both conditions.
- Set the timeframe for the conditions to be met (AKA lookback window).
- In Advanced Settings you can modify how long a user remains in the audience after they stop matching the audience condition.
Note: This setting is ignored if:
- The condition contains “At most”, “less than” or “exactly” in its definition.
- The condition is based on a user data feed (CRM).
- The condition is an affinity condition.
- Click Save Audience. Users who currently meet the conditions are immediately assigned to the audience.
The following examples illustrate how setting conditions for multiple categories can affect filtering (one undesired result, one desired result).
Case 1:
If you set the conditions as shown in the image, only users who viewed products that match both categories are returned. This number should be 0, as there are no products in your feed that belong both to SUNGLASSES and CONTACTS. This is not the desired result.
Case 2:
If you set the conditions as shown in the image, users who viewed one product from one category and also viewed one product from the other category are returned. This is the desired result.
| Behavior | |
|---|---|
| Affinity | Users who expressed interest in a specific product property (blue color, men's category). Interest is measured by interactions with products, such as views, adds to cart, and purchase events. Learn more. |
| Number of Pageviews | Users who made a specific amount of pageviews. |
| URL Visit | Users who visited specific pages on your site. You can use the settings is, is not, contains, or does not contain to define the URL. You can also define it using a regular expression, but in this case, deselect Ignore URL Parameters. |
| Product Viewed |
Users who made a specified number of product views. You can consider all product views, or just products with a specific property (say, products that belong to the category "women"). Note: A limited set of properties are available here. You can view which properties are available at the top of your Product Feed page. To add an additional property, speak to your Customer Success Manager. |
| Category Page Visit | The current page is a category page or a specific category page (such as Jackets or Shoes). |
| Homepage Visit | Users who visited the homepage of your site. |
| Products Added to Cart |
Users who triggered a specified number of add-to-cart events. You can consider all add-to-cart events, or only events with a specified property (for example, items whose color is black). Note: A limited set of properties are available here. You can view which properties are available at the top of your Product Feed page. To add an additional property, speak to your Customer Success Manager. |
| Products Purchased |
Users who made a specified number of purchases. You can consider all purchases, or only purchases of products with a specified property (for example, items whose color is black). Note: A limited set of properties are available here. You can view which properties are available at the top of your Product Feed page. To add an additional property, speak to your Customer Success Manager. |
| Products Purchased Offline |
Identified users who made a specified number of purchases offline. You can consider all purchases, or only purchases of products with a specified property value. Offline purchases can be reported using an Offline Purchase data feed. For details, see Importing Offline Purchase Data. Note: A limited set of properties are available here. You can view which properties are available at the top of your Product Feed page. To add an additional property, speak to your Customer Success Manager. |
| Purchase Value | The total value of purchases made by the user in the selected timeframe. |
| Event Trigger | Users who fired a specific event, regardless of the event properties. |
| Event Trigger by Property | Users who fired a specified event with a specified property value. For every event, you can also fire properties with additional information. For example, in a Rating event, you can also add a property of the number of stars. |
| Goal Conversion | Users who fulfill the conditions of a defined goal. |
| Unit Click | Users who click a Dynamic Yield unit. |
| Dynamic Link Click |
Users who click a specific Dynamic Link defined in this Dynamic Yield account. |
| Traffic Source | Users who arrive from a specific traffic source, such as Direct, Paid Search, Referral, Search, or Social. For more details, see Traffic Sources. |
| Referring Domain | Users referred to your site by a certain domain. |
| Technology | |
| Device Category | Users visiting your site on a desktop, tablet, or smartphone. |
| Operating System |
Users with a specific operating system, such as iOS 10, Windows 10, or Linux. (Not supported in Experience API campaigns) |
| Browser | The user's current browser type (such as Chrome, Firefox). |
| Screen Resolution | Users with low (1024px and below), medium (1025-1365px), or high (1366px and above) screen resolutions. |
| User Agent | The user's current user agent. A user agent is a string that identifies the browser and operating system to the web server. |
| Geographical Location | |
| Country | The country that the user is located in. |
| Region/State | The region and US state that the user is currently located in. |
| City | The city that the user is located in. Only major cities are supported. Location is determined by IP, and accuracy varies between 70%-90%. |
| User Properties | |
| Audience | Users who belong to another Dynamic Yield audience in this (same) Dynamic Yield site. |
| Shared Audience | Users who belong to a Dynamic Yield audience shared from a different Dynamic Yield site. |
| Identified Users | Users who are identified on the site. |
| First-Party Data | Users with a specific property based on first-party data (such as your CRM). This data must be onboarded to Dynamic Yield. See onboarding by CSV or onboarding by API (Early Access). |
Campaign Traffic audiences
With Campaign Traffic audiences, you can assign users into audiences based on the campaigns they have been targeted to. For example, assign users to "Women" traffic, if they arrived through a campaign that was targeted to women on Facebook Ads. This allows you to serve personalized experiences – even on the first pageview – as well as capturing data from ads and social networks.
To create a Campaign Traffic audience:
- In Audience › Audience Manager › Create Audience, select Campaign Traffic.
- In the Create Audience screen, give your audience a name, and optionally add notes and labels.
- Select the parameters to use to build your audience. You can select either or both of the following:
- DYA (Dynamic Yield Audience) parameter:
A unique parameter connected to this audience. After creating the audience, you can send your acquisition team this URL parameter, and guide them to add it to every campaign that is targeted to users who should be part of this audience. For example, create an audience of Men, receive a unique DYA parameter, and guide your acquisition team to add this parameter to every campaign targeted to men on Facebook Ads, Google Ads, and so on. When users click on the ads, they arrive at the site and belong to this audience on the first pageview.
To make it easy for the acquisition team to know what to do, you can send an instruction email after you save the audience. - UTM parameters:
Use the UTM parameters the acquisition team are likely already using to "tag" their campaigns to segment users.
Select from the list of existing values (and see how many users visited with each value in the last 30 months), or add new values.
- DYA (Dynamic Yield Audience) parameter:
- Click Save Audience.
If you selected DYA parameter, the Send instructions by email dialog appears. This is a message that you can customize, to let your acquisition team know about parameters to include in campaigns.
The new audience is added to the Audience table.
Out-of-the-box audiences
The following audiences already exist in your account when it is created:
- Referral Traffic
- Paid Search Traffic
- Search Traffic
- Direct Traffic
- Social Traffic
- Desktop Users
- Tablet Users
- Mobile Users
- Purchased in the Past Month (for e-commerce only)
- Purchased in the Past Year (for e-commerce only)
Audience Manager
The Audience Manager is the portal to all your information and actions related to audiences, including:
- View and create primary audiences.
- Click an audience name to view the audience report.
- View data for each audience, such as the audience conversion rate and revenue per user.
- Use the Used By column to see where your audiences are being used across Experience OS. Click the number of entities employing the audience to view a list of connected experiences, strategies, or audiences, and manage them.
Editing audiences
When you hover over the audience row, the options to edit or view the audience report appear.
Click the edit icon to update the audience information:
Click the more options icon for additional actions:
Audience reports
The audience report enables you to learn about the size of the audience, its impact on your business metrics, and the behavior of users in the audience. While users enter audiences in real time, the reports are not real-time and are updated once a day.
To view an audience report, go to Audience › Audience Manager and click an audience.
Report metrics
Different metrics appear for different verticals. You can customize some of the metrics that are displayed in Settings › General Settings › Primary Metrics. To learn more, see Customized Dashboard and Audience Reports Top Metrics.
| Metric | Meaning |
|---|---|
| Users | Number of users that belong to the audience and their percentage of the total users in the site. |
| Purchases | Total number of purchases of users in the audience, and the share of purchases of the entire site. |
| Conversion Rate | Total number of users who purchased in the audience / total number of users in the audience, and how it compares to the site average (all users). |
| Revenue | Total purchase revenue of users in the audience, and the share of total site revenue. |
| Revenue/User | Total purchase revenue of users in the audience / total number of users in the audience, and how it compares to the site average (all users). |
| Avg. Order Value | Total purchase revenue of users in this audience / total number of purchases by users in this audience, and how it compares to the site average (all users). |
| Number of Pageviews | Total number of pageviews by users in the audience, and the share of total site pageviews. |
| Pageviews/User | Total pageviews of users in this audience / total number of users in the audience, and how it compares to the site average (all users). |
| Traffic Sources / Top Referring Domains |
The percentage of users in the audience that came from each traffic source, and how it compares to the site average (all users) Note: Percentages can exceed 100%, if users in the audience visited the site more than once from different traffic sources. |
| Device Type / Browsers |
The percentage of users in this audience that are using each device type and browser. Note: Percentages can exceed 100%, if users in the audience visited the site more than once from a different device/browser. |
| Top Countries / Map View / Top US States | The percentage of users in the audience in each location. |
| Goals | Number of times users from the audience converted each one of your goals, the total revenue, the number of users that converted, and the conversions per user. Each metric is compared to the site average (all users). |
| Events | Number of times users from the audience triggered each one of your events, the number of users that triggered the event, and the number of events per user. Each metric is compared to the site average (all users) |
Tip: You can gain more value from the report by comparing an audience to a different audience (e.g. mobile vs. desktop). Click Compare to at the top of the report, or from the main Audience table, and select an existing audience.
Audience Explorer
If you're not sure which audience to create, you can go to the "Audience Explorer" and use the conditions to get immediate information about a group of users without having to create an audience. By setting the conditions, you can see the segment size, performance (conversion rate, AOV), and properties (device-type breakdown, geolocation) based on a given timeframe.
You can compare your results to any existing audience using the Compare to dropdown, and select the audience you want to compare to.
If you like your results, click Create Audience to create a new audience with the conditions you specified.
Saved audiences and their reports are accessible from Audiences › Audience Manager.