Audience Hub

An audience is a group of users who share a common attribute (behavior, location, user properties, and so on). Audiences are based on long-term attributes, as opposed to targeting conditions that can capture user actions in a given timeframe, and are real-time and session-based. 

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 interested in shoes so that you can target them in your email platform).

In addition, you can use audiences for predictive targeting. Predictive targeting ensures that tests without an overall winner, or some "losing" variation might have a chance to generate uplift by targeting a particular audience that actually prefers it.

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. 

Primary audiences

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. 

Primary audiences are designed to help you scale and optimize your personalization program. Primary audiences are defined by a single segmentation principle (an attribute or concept, say Loyalty Members or Frequent Purchasers), and they can't overlap. Your primary audiences should cover 100% of your traffic. Note that this doesn't mean you can't target users or audiences on a more granular level when necessary. 

Learn more about working with primary audiences. 

Out-of-the-box audiences

The following audiences are included in your account when it's created:

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.
  For a full list of the conditions, see Audience 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 conditions are transient in their nature, including:

  • 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. 

Campaign Traffic audiences

With Campaign Traffic audiences, you can assign users to 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 enables you to serve personalized experiences – even on the first pageview – as well as capture data from ads and social networks.

To create a Campaign Traffic audience:

1. In Audience › Audience Manager › Create Audience, select Campaign Traffic.
2. In the Create Audience screen, give your audience a name, and optionally add notes and labels. 
   
3. 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 is probably 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.
4. Click Save Audience.
   If you select the DYA parameter, the Send instructions by email dialog appears. This is a message you can customize, to let your acquisition team know about parameters to include in campaigns.  
   
   The new audience is added to the Audience table. 

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.
• In the Used By column, 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 updated once a day, not rendered in real time.

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 on the site.
Purchases	Total number of purchases by users in the audience, and the share of purchases of the entire site.
Submissions (financial institutions)	Total number of applications submitted by users in the audience, and the share of submissions of the entire site.
Conversion Rate	Total number of users in the audience who made a purchase (e-commerce) or a submission (financial institutions) / 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	The 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	The number of times users from the audience triggered each one of your top 20 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).

Audience Explorer

If you're not sure which audience to create, you can go to the Audience Explorer and use the audience 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.

Note that audiences defined by conditions that must be met within the current session do not yield projected information.