About Audiences

Audiences determine who will see content and experiences in a targeted activity.

Audiences are used anywhere targeting is available. When targeting an activity, you can either select a reusable audience from the Audiences list, create an activity-specific audience and target it, or combine multiple audiences to create an ad hoc audience.

You can also use audience data collected by Analytics for real-time targeting and personalization in Adobe Target and other Marketing Cloud solutions. See Audiences in the Marketing Cloud Product Documentation.

This video includes information about using audiences.

Using Audiences 6:22
  • Explain the term "audience"

  • Explain the two ways audiences are used for optimization

  • Find audiences in the Audiences List

  • Target an activity to an audience

  • Use audiences for passive reporting in an activity

Target defines two types of audiences:

  • Targeting Audiences: Used to deliver different content to different types of visitors.

  • Reporting Audiences: Used to determine how different types of visitors respond to the same content so you can analyze your test results.

    In Target, you can configure reporting audiences only if you use Target as your reporting source. If you use Adobe Analytics as your reporting source (A4T), you must configure your reporting audiences within Analytics.

To access the Audiences list, click Audiences in the top menu bar:

The Audiences list contains all of the audiences that you can use in your activities. Use the Audiences list to create, edit, delete, copy, or combine audiences. The list also shows the source where the audience was created (Target, Target Classic, Marketing Cloud, and so forth). Predefined audiences, such as "New Visitors" and "Returning Visitors," cannot be renamed.

You can also target custom profile parameters and user. parameters. When adding an audience, click Visitor Profile, then under Custom User Parameters or Custom Profile Parameters in the Visitor Profile drop-down list, choose the parameter you use want to use to target your activity. If the desired parameter does not appear, the parameter has not been fired by an mbox. Other custom mbox parameters are available in the Custom Parameters drop-down list.

Use the search box to search your Audiences list. You can search for any part of an audience name, or you can enclose a specific string in quotes.

You can sort the Audiences list by audience name or by the date when it was last modified. To sort by name or date, click the column header, then select to display audiences in ascending or descending order.

You can view audience definitions

Viewing Audience Definitions

You can view audience definition details on a pop-up card in various places in the Target UI without opening the audience. This functionality applies to audiences created in Target Standard/Premium and audiences imported from Target Classic or created via API.

For example, the following audience definition card is accessed by hovering over an audience on the Audience List, then clicking the information icon:

The following audience definition card is accessed by clicking the information icon on an activity's Overview page:

The following audience definition card is for an audience imported from the Adobe Marketing Cloud. In this instance, the audience was imported from Adobe Audience Manager (AAM). Notice that Target does not show detailed audience definition information because that information is not present in Target.

The following details are available for these imported audience types:

Audience Type Details

Mobile audience

Marketing Name, Vendor, and Model.

The matches|does not match operator displays instead of equals|does not equal.

Visitor-behavior audience

user.categoryAffinity: categoryAffinity with FAVORITE parameter.

Monitoring: Monitoring service equals true.

No Monitoring Service: Monitoring service equals false.

Audiences using the NOT operator

Single Rule: Target displays the audience in the format [All Visitor AND [NOT [rule]. Single NOT rule displays with AND with AllVisitor audience.

Keep the following points in mind as you work with imported audiences:

  • Expression target audiences are no longer supported in Target Standard/Premium.

  • Target Standard/Premium does not support some deprecated audiences or has improved operators for ease of use. Because of this, the definition of an imported audience, although working as per definition, does not mean that same is now available for creation in the Standard/Premium interface. For example, Social Audiences are visible with their rules but Target Standard/Premium does not allow social audiences to be created.