Group your visitors and use them to target and analyze your onsite experiences.
Audiences are groups of visitors that you use to target onsite experiences and to compare how different groups behave. An audience can be based on behavior on your site, on data from connected tools such as your CRM or email platform, or on consent. Use audiences as the base layer of your targeting, and refine them with conditions on each experience.
Examples of audiences:
Identified or anonymous visitors
Visitors who added to cart but didn't buy
Customers who recently made a large purchase
Members or non-members of an email list
Logged-in or logged-out visitors
Returning visitors
Visitors from a specific UTM campaign, country, region or weather
The Audiences overview
Go to Audiences in the left menu. At the top you see four key numbers:
Total reach: how many profiles your audiences reach, split into internal profiles and an estimate for external sources.
Identified rate: the share of visitors who are identified, for the last 30 days, with the trend.
Most active audience: the audience used in the most experiences.
Biggest untapped opportunity: a large audience you don't target yet. Click it to see the audience.
Get started with audiences
Under Get started with audiences you find quick-start templates for common audiences, such as Returning anonymous, From social media, Cart abandoners, Customers, Repeat customers and Lapsed customers. Some templates are based on your own data, for example Interested in [category] or Members in [your email tool]. Click a template to open the audience editor with the matching conditions already filled in. Adjust them if you want, then click Save.
Below the templates, Buzz (Triggerbee's AI) suggests audiences based on your visitors' activity in the last 30 days. Each suggestion shows why the audience matters, a priority (High, Medium or Low), how many profiles it reaches and an idea for what to show them. Click Create to save it.
Your audiences
The list shows all audiences on the account:
Audience: the name and the type of criteria it uses.
Sources: where the data comes from, for example Triggerbee, Voyado or Mailchimp.
Reach: how many profiles match. Some audiences show an estimate or N/A. See About reach below.
Usage: whether the audience is used in an experience right now, and when it was last used.
Audiences with a lock icon are default audiences (Identified, Not identified, Has given any consent, Has not given any consent). You can use them but not change or delete them.
Create an audience
Click + New audience.
Give the audience a name.
Click Add condition and choose a criterion. Use the search field to find one quickly.
Set the values for the criterion.
Add more conditions if you need them. Choose AND if all conditions must match, or OR if one is enough.
Click Save.
The audience is now available under Audiences in the targeting settings of your experiences.
Profile criteria and visit criteria
The criteria are split into two kinds. The editor shows which kind each condition is.
Profile criteria ("Based on profile") are tied to the person. They stay true across visits and devices, for example Identified, Purchases or a CRM segment.
Visit criteria ("Based on this visit") are tied to the browser and the current visit, for example Instagram, UTM campaign or Only mobile.
Group | Kind | Criteria |
Identity | Profile | Identified, Anonymous |
Engagement & activity | Profile | Engagement score, Events, Goals |
Recency & frequency | Profile | Visits, Last active, First seen |
Purchases | Profile | Purchases, Revenue |
Interests & tags | Profile | Affinity for content, Tag |
Feedback & profiling | Profile | Interest profiles, NPS, CSAT |
Location & weather | Profile | Country, Region, Weather |
Integrations | Profile | Lists, segments, tags and labels from connected tools, for example Klaviyo, Mailchimp, Voyado, Rule, Shopify and Emarsys |
Traffic source | Visit | Any social media, Facebook, Instagram, UTM campaign, UTM source, UTM medium, Email marketing |
Device & browser | Visit | Browser language, Query parameter, Cookie exists, Cookie equals, Only desktop/mobile/tablet, Mobile & tablet, Operating system, Domain, JavaScript, New visitor, Returning visitor, Subscriber identification |
Campaign interaction | Visit | Seen campaign, Submitted form, Clicked through in campaign, Dismissed campaign |
The integration criteria you see depend on which apps you have connected. Some criteria are only available on certain plans.
About reach
While you build an audience, the editor shows its current reach:
With only profile criteria, you see the number of matching profiles.
With only visit criteria, you see the reach for the last 14 days.
When you combine both, you see the base audience from the profile criteria. Visit criteria narrow it further when the visitor is on your site, so the actual match is this number or lower.
Some criteria, such as weather and some integration segments, can't be counted in advance. These audiences show Reach unavailable.
Test an audience
Open the Test profile tab in the audience editor to check if a specific person belongs to the audience. Enter a UID or an identifier, such as an email address, and click Run evaluate.
See where an audience is used
Open the Analytics tab in the audience editor to see which experiences use the audience and how its size has changed over time.
Share an audience across accounts
Tick Save at account group level to make the audience available on all accounts in your account group. This can't be undone.
Edit and delete audiences
Click an audience in the list to edit it. Changes apply to every experience that uses the audience.
To delete audiences, tick the checkbox next to one or more audiences and click Delete. An audience that is used in an experience can't be deleted until you remove it from that experience.
Compare audiences in Analytics
Go to Analytics → Audience analysis to compare up to four audiences with all visits. You see each audience's share of visits, purchases and revenue, conversion rate, average order value, revenue per visit, pages per visit and bounce rate. You also see how visitors were identified and each audience's traffic sources and devices. Audience analysis is in beta.