Audiences guide

To add an audience:

1. Go to Integration > Audiences. 

2. Click Add Audience.
   The Build tab displays.

3. Enter a unique Audience name.

4. Select the platform: Android or iOS.

5. [Optional] Select Advanced settings to select the user identifier:
   • [Default] Device ID: Evaluates rules by device ID only.
   • Customer ID: Evaluates rules by grouping devices using the CUID. (Use this method only after you verify that your data has valid CUIDs.)
6. Select New ruleset.
7. Build the audience guided by the user interface.
   • For specific information about rule options, see All about rulesets.
   • Combine rulesets using the operators and, or, exclude.
   • As you build your audience, the panes on the right side automatically update estimated audience and per-partner upload sizes.
8. Complete defining the audience, click Save audience and proceed.
   The audience connection window opens.
9. Do one of the following:

   • To add a new connection, follow the steps as described in the Add a connection section, below.

   • To select from existing connections:
     1. Click Link connections.
        
     2. Select one or more existing connections.
     3. Click Save.
        The Audience connection window opens. 
     4. [Optional] Split an audience between partners and a control group
     5. [Optional] Copy split groups to S3.
10. Click Save.

Manage audiences from the Audiences dashboard:

1. Go to Integration > Audiences.
2. The following options are available:
   

   Option	Description
   Add audience	Build a new audience
   Change audience settings	Click an Audience name, do one of the following:  In the Build tab: view, and change rulesets. In the Connect tab: set audience split, and control group options.
   Actions	View history: Displays the audience upload history including audience size, and split between partners. Upload now: Sends the audience to connected partners. Download as CSV:  Generates and downloads the audience list as CSV files(s) that include the identifiers you select. Only data that complies with your user identifier policy will be downloaded. One file is generated for each partner. The file(s) are downloaded after calculation of the audience, which can take some time after you create or modify an audience. Downloaded files are limited to 5 million records. For larger files, send the file to an S3 bucket or use SFTP.  Duplicate:  Copies the audience definition. When you duplicate an audience, give it a unique name.  [Option] Remove one or more of the connected partners during duplication. Calculate now: [For imported audiences] Recalculates the number of users in an audience. Use as needed to refresh the audience size if it does not look correct.  Delete the audience
   Bulk actions	Carry out the same action on multiple audiences. To use bulk actions, select two or more audiences, then select one of the following bulk actions: Upload now Show audience overlap: displays the audience overlap between the selected audiences Delete

Audience rule evaluation is performed using an app user identifier. Select from:

• [Default] Device ID: Ruleset compliance is assessed using the device ID (GAID or IDFA/IDFV). When compliant with the ruleset, the device ID is added to the audience list. Note: The device ID will be shared with partners only when permitted by your user identifier policy.
• Customer ID (CUID):

  

  • Ruleset compliance is assessed by grouping all device IDs associated with the same CUID. If the group complies with the ruleset, then the device IDs comprising the group are added to the audience. Note: The CUID itself is not part of the audience list.
  • CUID implementation considerations:
    • Ensure that your data is populated with valid CUIDs.
    • App users (devices) without a CUID are ignored.
    • When a device ID is matched to a CUID, historical audience data for the user is updated retroactively and included in audience builds going forward. Note: No change is made to raw data. 
    • If a device ID is associated with two different CUIDs, the most recently-associated CUID is used.

When you activate the split audience option, Audiences randomly splits the audience among 2-10 partners, in accordance with the percentages you choose.

Set split audience and control group

1. Go to Integration > Audiences.
2. In the Audiences tab, select the audience.
3. Go to the Connect tab.
   The current settings display:
   
   • The top, right-side pane displays estimated total audience and upload sizes (for all partners)
   • The bottom, right-side presents a visualization of:
     • Estimated upload size for each partner
     • Partner overlap (for audiences that aren't split)
4. Take any of the following actions:

• An audience segment ruleset consists of a mandatory primary rule and additional secondary rules to enable precision filtering.
• Combine rulesets using operators: and, or, exclude.
• As rules are defined and layered, the estimated audience size displays in real-time.
• Where an audience consists of multiple rulesets, use the overlap visualization display to better understand your audience segments.
• The user identifier used to evaluate rules is either the device ID [default] or the customer user ID (CUID).
• The examples that follow illustrate ruleset implementation in various scenarios.

You must define one primary rule per ruleset.

Rule attribute	Options
App	Users of the App App is any app housed in the account. The team member defining the audience needs permission for all apps referenced.
Engagement type	Who have: Launched the app Viewed an ad Clicked an ad Installed the app Launched the app
Time frame	In the last [n] days (n=1-9999) Between [specified data range] At any time
Frequency	Used the app: At least [n] times Exactly [n] times At most [n] times [n]=1-100

• Secondary rules are optional
• You can have multiple secondary rules
• Each rule has a unique type, for example, engagement, in-app event, revenue
• Rules have different parameters and settings, as listed in the table

Engagement
Engagement type: Viewed an ad Clicked an ad Installed the app Did not install the app Launched the app Did not launch the app Uninstalled the app	Time frame and Frequency
In-app event
Did event [event name] Did not do event: [event name]	Time frame and Frequency	Event attribute: Is Greater than Less than
Notes relating to in-app events The in-app event list updates daily. In-app events, having attributes of more than 100 unique values aren't available by default. For example, the in-app event product can have many more than 100 unique values. To enable such an in-app event, reach out to your CSM or send an email to hello@AppsFlyer.com If Did event is selected, and the in-app event has attributes associated with it, you can filter by in-app-event attribute value.
Revenue
Total revenue generated	Is Greater than Less than  Notes about revenue: The value is in USD. The value is the total value of all events reported from a device using the af_revenue parameter.
Location and metro code
Location  Metro code	Is Is not	Location options Country State  City Metro code options Metro codes
Notes relating to location: If you select multiple countries, you can't select states. If you select multiple states, you can select cities.
Device
Device brand Device model  App version OS version Carrier	Is  Is not	Selected value
Attribution
Organic Retargeting	False True
User attribute
User attribute name	String type Is  Is not Number type Is Greater than Lower than	For string: Select a value For number: Enter a value

To combine a ruleset with an existing audience:

1. Go to Integration > Audiences.

2. Click Add Audience.
   The Build tab displays.

3. Enter a unique Audience name.

4. Select the platform: Android or iOS.

5. [Optional] Select Advanced settings to select the user identifier:
   • [Default] Device ID: evaluates rules by device ID only.
   • Customer user ID: evaluates rules by grouping devices using the CUID. Use this method after you verify that your data has valid CUIDs.
6. Click Select from my audiences.
7. Select an operator: and, or, exclude.

To add a connection:

1. Go to Integration > Audiences > Connections.
2. Click Add partner connection.
3. Enter a Connection name.
4. Select a Partner.
5. Complete the required fields/login information for the partner. Some partners have detailed instructions about how to connect. 
6. Select the user identifiers that you authorize for sharing with this partner. 
   • Supported identifiers vary by partner. Only those identifiers supported by the selected partner will appear in the list.
   • Only identifiers that comply with your account-level user identifier policy will be uploaded. You will see a caution message if you select an identifier that is disallowed by your account policy.
     

     

7. Click Save. 

1. Select a partner.
2. Select a connection.

   

3. Take any of the following actions:

metrics hash

Campaign metrics basics

The Campaign metrics section of the Audiences dashboard displays data for campaigns that used an audience for targeting (whether for inclusion, exclusion, or as the basis of a lookalike audience).

• Using an audience for targeting (and deciding how it is used) is part of setting up campaigns with media partners. Media partners vary in their support for how audiences can be used.

Supported partners: Currently, data is available for Facebook, Google Ads, and Snapchat. The Campaign metrics section of the dashboard is visible only if you have audiences connected to supported partners.

To view Campaign metrics:

1. Scroll to the far right of the Audiences dashboard to make the Campaign metrics section fully visible.
2. Use the date picker to select the timeframe for which you want to display data. (By default, the dashboard displays data for the past 7 days.)

To download Campaign metrics for the selected timeframe:

1. Click the Export button at the top of the Audiences dashboard.
2. Once the file has been generated, it downloads automatically.

Summary view

The initial Campaign metrics view displays summary campaign data for each audience:

Detailed view

From the summary view, click on the icon to enter the detailed view for the selected audience. (The  icon appears at the far right of a row when you place your mouse anywhere on that row.)

The detailed view displays data broken down by supported partner and campaign:

If the selected audience was used to target more than one app, use the drop-down list  to filter the data by app.

Click the Overview dashboard link to view the campaigns on the Overview dashboard:

• The dashboard will open in a new browser tab, automatically filtered by the relevant campaigns.
• If the Overview dashboard link is disabled, you can enable it by selecting a single app from the drop-down list . Once the link is enabled, clicking it will take you to the Overview dashboard for the selected app.

Data sources and availability

It's easier to understand the availability of Campaign metrics data when we take a look at where the data comes from:

• Partner data: Since you select the audience(s) to be targeted by specific campaigns through your advertising partners, only these partners are able to provide certain information:
  • The connection of an audience to a campaign (in other words, the fact that a particular audience was used for targeting by that campaign)
  • The number of unique users per day who saw ads from the campaign ("daily reach")
• AppsFlyer data: Cost and revenue data is provided by AppsFlyer.

• A positive condition is required to create a base audience (primary rule). Then reduce it by negative conditions. For example, installed the app AND did not do af_purchase event.
• Windows Phone not supported.
• Audience names cannot be changed on the connected partners’ side.
• Nested event values aren't supported.
• When creating an audience, only the top 100 events display. However, when you begin entering an event name, all events display.
• In-app events having more than 100 attributes by default aren't recorded. Contact your CSM if more attributes are required.
• Clicks and impressions data only contains devices that have an advertising_id/idfa on their original click URL. The devices of users from SRNs, which don't use external attribution links, are not included in the click data for audiences.
• When using the Total Revenue filter within the query builder, the estimated audience size is not available. This doesn't affect the audience creation process.
• You cannot combine imported audiences with other audiences or rulesets.
• Download file size limited to 5 million records.
• Google Ads: UAC campaigns aren't supported. Other campaign types are supported. 
• Event reports by S2S must have a user identifier of CUID according to the ruleset.