Audience Management Overview
The Audience Management page helps teams build reusable customer audiences for analysis, activation, suppression, and campaign planning. Use it when you need to define who should be included, who should be excluded, how far back the data should look, and which customer attributes should appear in a preview or export.
The page is designed around a five-step workflow: define rules, validate the setup, estimate audience size, preview matching users, and save the audience.
Before you start
Confirm these items before building an audience:
- The business question is clear.
- Required data sources are connected and trusted.
- The audience owner knows the inclusion and exclusion criteria.
- The lookback window is defined.
- Consent, suppression, and channel eligibility requirements are known.
- The team knows whether the audience will be used for analysis, activation, or export.
Main areas of the page
| Area | What it does | Use it when |
|---|---|---|
| Audience header | Names the audience, shows status, and provides validation, estimation, save, and utility actions | You need to manage the current audience lifecycle |
| Fields & Audiences | Lets you search available fields or load saved audiences | You need a field, source, trait, event, prediction, or existing audience |
| Workflow strip | Shows progress through Define, Validate, Estimate, Preview, and Save | You need to know the next required action |
| Date filter | Sets the preview and evaluation date range | Audience behavior depends on a time period |
| Visual Builder | Builds rule logic with groups, conditions, match modes, operators, values, and time windows | You need editable audience rules |
| JSON view | Shows the structured audience definition | You need to inspect or copy the underlying payload |
| Preview Users | Shows matching user rows after an estimate is available | You need to inspect sample records before saving or exporting |
| Audience Summary | Shows estimated size, included users, excluded users, total users, last estimate, validation issues, and rule impact | You need to judge whether the audience definition is credible |
| Audience Attributes | Controls which identifiers and traits appear in the preview and CSV export | You need the right output columns for review or downstream use |
Recommended workflow
- Enter a clear audience name.
- Open Fields & Audiences and find the fields or saved audience you need.
- Add inclusion rules in the Visual Builder.
- Add exclusion rules for users who should not qualify.
- Set the date filter and condition time windows.
- Select preview attributes such as name, email, mobile, country, and purchase count.
- Select Validate to check the rule setup.
- Select Estimate to calculate audience size and load preview users.
- Review Audience Summary and Preview Users.
- Fix rule, date, or attribute issues.
- Save the audience or export a sample CSV.
Example audience
A common recovery audience is users who showed purchase intent but did not complete a purchase.
Use this structure:
| Rule type | Example setup |
|---|---|
| Include | Events where Event Type equals add_to_cart in the last 30 days |
| Exclude | Events where Event Type equals purchase in the last 30 days |
| Preview attributes | Name, Email, Mobile, Country, Purchase Count |
| QA question | Do preview users look like cart abandoners rather than recent buyers? |
QA checklist
- Audience name explains the business purpose.
- Include rules describe who should qualify.
- Exclude rules remove buyers, suppressions, or ineligible users.
- Date filter and condition time windows match the business question.
- Validation has no blocking errors.
- Estimated size is reasonable for the selected population.
- Preview rows match the intended user profile.
- Selected attributes are useful for review or export.
- Saved audience status matches the intended next step.