An audience is a set of website visitors grouped together based on one or more characteristics. Audiences are often used to better target marketing campaigns and advertisement.
Ad networks often let you create audiences based on demography, geolocation and interests. Engage lets you build audiences based on granular events and visitor activities, such as products viewed or added to cart, videos played or forms submitted. Tailor the audience for which you like to run marketing campaigns and keep them updated during the entire campaign.
Keep your audiences in sync and optimize your ROAS using up to date audiences in your campaigns. Engage let you define very specific audiences for narrow targeting, but this often means that a visitor should be in that audience only from the moment one event is taken and only up to the moment the next event action is performed. Hence, we need to be able to update audiences automatically as new events occurs.
Similar to above, Engage also enables suppression of individual visitors as actions are performed. Typical examples are to stop showing advertisement to a customer that performed a purchase, or to stop tracking a user that declined the cookie consent popup. All of which are made possible with our automated audience synchronization feature.
Due to Apple's iOS 14 update, GDPR, CCPA and other privacy regulations, platforms like Meta (Facebook) and Google are changing how they collect and store data. This has a negative impact on the audience match rates on those platforms. In short, this means that for example the data collected from the Pixel is now less likely to be usable to match the user to a Facebook user, which in turn makes it harder to target that user.
Using first party data (collected via Engage) we can send audiences to the ads networks with more, better and more reliable data for the network to use to match it to its users. The result is better audience matching, more targeted campaigns and higher ROAS.
Audiences are defined using filters, simply set the filters you want to get the corresponding audience. The resulting set of visitors will match all filters.
Create an audience
Filters are built dynamically, it may take up to 24h for a new filter to become available after we receive the first event used by that filter.
To start using your audiences you can connect them to destinations using the Sync and audience
action. Currently we support the following destinations.
- Facebook Custom Audiences
- Google Ads Customer Match
- Google Analytics 4