Creating a Custom Audience

Audiences are customer segments you target with campaigns, so you can send the right message to the right people instead of blasting everyone. A custom audience is one you build yourself with rules, like spent over $200 or hasn't ordered in 60 days. This guide shows how to create one.

Opening Audiences

With All Stores selected, choose Audiences from the left navigation. You'll see all of your audiences, each with a name and a live count of how many customers currently match it.

Use the filters at the top to narrow the list:

• All: every audience.
• Custom: audiences you've built here with rules.
• POS: audiences that sync from your point-of-sale/loyalty system.

You can also search audiences by name, which helps once you've built up a lot of them.

Creating a Custom Audience

1. Select + Create Audience.
2. Enter an Audience name. Add an optional Description so your team knows what the audience is for, worth doing, since lists can add up fast!
3. Set your match logic. The builder reads "Show users where ___ of the following match." Choose all to require every rule (a customer must match all of them), or any to match customers who meet at least one.
4. Add your first rule. Under Where, select select field, pick the field you want, then set its condition and value.
5. Select + Add to layer on more rules and tighten the segment.
6. Save the audience.

As you build, the matching customer count updates so you can see how large your segment is.

The Fields You Can Segment On

When you select a field, fields are grouped into categories. Use the category list on the left, or the Search fields box to jump straight to one:

• Contact trait: who the customer is and how they can be reached: first name, last name, email, phone, whether they have a medical card, their push / SMS / email / loyalty opt-ins, and loyalty points.
• Performed event: something the customer has done: ordered online, purchased from a store, brand, category, or strain type, placed a pickup or delivery order, added to cart, abandoned a cart, or canceled an order.
• Computed trait: a calculated stat: total order count, total spend, average ticket size, delivery vs. pickup ratios, and Is in audience / Is NOT in audience (to build on or exclude other audiences).
• App engagement: how they use your app: first app open, last active, total app sessions, number of app orders, and app version.
• Cart activity: what's in their cart right now: cart items count, cart total, last cart update, and whether the cart has a product in a given category.

Each category holds more fields than listed here. Open it in the builder to see the full set.

Combining Rules for Precise Segments

The real power is stacking rules. With the match set to all, every rule must be true, so you can build something like total spend over $200 and active in the last 30 days: your engaged big spenders.

The Is in audience and Is NOT in audience computed traits are especially useful for refining. For example, build a win-back list of lapsed customers, then create a "VIP win-back" audience of high spenders who are in that lapsed list, or exclude a group with Is NOT in audience so you don't double-message them.

Using Your Audience

Once saved, an audience is ready to target. Use it as the recipient list for a push campaign on the Notifications page. For ideas on which audiences to build and how to message them, see Audience Recipes That Drive Engagement.

Tips & Troubleshooting

• 0 matching users? Your rules may be too narrow, or you may be using all when you meant any. Loosen a rule or switch the logic.
• Name and describe clearly. With many audiences in the list, a clear name and description save you (and your team) time later.
• Check before you send. Glance at the matched count so you know roughly how many people a campaign will reach.