Audiences guide

To add an audience:

1. Go to Integration > Audiences. 

2. Click + New audience.
   The Build tab displays.

3. Enter a unique Audience name.

4. Select the platform: Android or iOS.

5. 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, or if you wish to add the users of an existing audience, click Existing audience then select the specific audience from the list.
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, then click Save & continue.
   The audience connection window appears.

9. connection hash

   Click + Partner connection, then do one of the following:

   • To add a new connection, click + Add partner connection (see the Add a connection section below for detailed instructions).

   • To select from existing connections:
     1. Search for the partner connection.
        
     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.

To 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	In the  icon that appears on the right when hovering over an audience: 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 one or multiple 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.
• Rulesets can be duplicated by clicking the icon.
• 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.

• A ruleset consists of one or multiple rules.
• There are various ruleset filter categories such as Events, Revenue, Geo, Attribution, User attributes, Devices, and Owned media.
• Rules have different parameters and settings, as listed in the table below.

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 Existing audience, then select the specific audience.
7. Select an operator: and, or, exclude.

Limitations:

• The existing audience must be on the same platform (such as iOS or Android) as the new audience.
• An audience that is based on an existing audience can’t be included.
• An imported audience can’t be included.

To add a connection:

1. Go to Integration > Audiences > Connections.
2. Click + New connection.
3. Select a Partner name.
4. Enter a Connection name.
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.

• Windows Phone is 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.
• Within rulesets, in-app events are limited to 100 unique values per attribute. For example, if the event is "purchase" and the attribute is "content-type" there can only be 100 (or fewer) possible content types. However, numeric values are unlimited. If more values per attribute are required, contact your CSM or send an email to hello@AppsFlyer.com.
• 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.
• Only integer (whole) numbers are supported in numeric ruleset filters. Float type (decimal) numbers are not supported. Example: In-app revenue is equal to $1 USD is supported but $1.5 USD is not.
• 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 is 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.