How to Define Your Audience

Create new audiences to target based on how visitors interact with your site. How you decide to organize your website visitors is up to you and will help engage your visitors based on either what their interest is or how high their intent to convert is.

Current Audience Size vs Unique Visitors

When you navigate to the Ad Audience tab of your dashboard, you will see the site audiences are divided into two sections: 

  1. Current Audience Size 
  2. Unique Visitors.

Current Audience Size:

This section will contain the number of visitors tracked under the segment depending on the cookie duration of the segment.

For example, if you have a segment with the cookie duration of 30 days, the last 30 days visitors will be displayed here.

Unique Visitors:

This section will display the number of unique  visitors who were tracked during the date range you have selected above. For example, if you have selected the date ranges on top for the last 14 days, it will display the users who have visited the site in the last 14 days. 


Create a new audience

To add an audience to a new campaign, navigate to the Audience section of the page and either create a new audience or add an existing.

Define audiences based on:

  • URLs
  • A fixed page
  • An event
  • The number of pages viewed
  • The number of impressions served
  • CRM lists

URL-based audience

URL-based audiences define your audience based on a URL they visit.

You can also define an audience based on a portion of a URL. This captures visitors who land on any URL on your website that contains that URL pattern. 

Learn more about how to set up URL-Based audiences.

Fixed audience

If there's a page on your site that represents something specific, such as completing a conversion, you can define an audience based on this page.

Learn more about how to set up Fixed audiences.

Event-based audience

You can define an audience based on an event triggered, such as a button click. If the event is accompanied by a URL change, you can define that through a URL-based audience. However, if the event doesn't result in a change in URL, an event-based audience captures visitors who perform this action.

Learn more about Event-Based audiences.

Pages-viewed audience

This web-only audience type allows you to organize your audience based on a minimum number of pages they viewed at while on your website. While certainly not the only indicator of visitor intent, a good rule of thumb is that the more pages someone views, the more interested they are in what you have to offer.

Impression-based audience

This web-only audience type allows you to organize your audience based on a minimum number of impressions served. This is great if your sales cycles are typically extended over a longer period of time and you want to utilize sequential messaging.

Learn more about Impression-Based audiences.

CRM audience

CRM data onboarding allows you to leverage email lists in your campaigns. If you conduct part of your business off your website, want to re-engage old customers, have a seasonal offering, or need to build on your existing campaign audience, CRM is effective.

Learn more about CRM data onboarding.

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