Audiences guide

• 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 advertising ID [default] or the customer user ID (CUID). The audience list, sent to networks, always contains advertising IDs but can optionally include CUID for cross-device segmentation.
• 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 the 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 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] Advertising ID: evaluates rules by advertising 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. Select New ruleset.
7. Build the audience guided by the user interface.
   • For specific information about rule options, see primary rule, secondary rules, and combining rulesets in this article.
   • Combine rulesets using the operators and, or, exclude.
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:

     1. Click Add partner connection.
        

     2. Type a connection name.

     3. Select a partner.

     4. Follow the instruction in the user interface to complete adding a connection. 

     5. Click Add partner connection.

   • To select from an existing connection:
     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.

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] Advertising ID: evaluates rules by advertising 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 combine a ruleset with an imported audience:

1. 1. Create the audience, for example, A.
   2. Create the import audience, for example, Import_B.
   3. Create a combined audience using Select from my Audiences. Combine A with Import_B using the operators.

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

• [Default] Advertising ID: Ruleset compliance is assessed using the advertising ID. When compliant with the ruleset, the Advertising ID is added to the audience list. Note: Advertising ID means GAID, IDFA, or equivalent.
• Customer User ID (CUID):

  

  • Ruleset compliance is assessed by grouping advertising IDs (devices) associated with the same CUID together. If the group complies with the ruleset, then the advertising 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 an advertising 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 an advertising ID is associated with two different CUIDs, the CUID most recently associated is used (wins.)

To open the dashboard:

1. Go to Integration > Audiences.
2. The options available are listed in the table
   

   Option	Description
   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.
   Add audience	Build a new audience
   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:  A file is generated per partner. The file is available after the audience has been calculated. It can take some time for this to happen after you create or modify an audience.  Download files are limited to 5 million records. For larger files, send the file to an S3 bucket or use SFTP.  Duplicate:  Copy the audience definition. [Option] remove one or more of the connected partners during duplication. Note: Audience names do not have to be unique. When you duplicate an audience, give it a unique name.  Calculate now: Available 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 and a bulk action as follows: Upload now Show audience overlap: displays the audience overlap between the selected audiences Delete

3. Audience tab columns

   Column	Description
   Audience name
   Size	Number of users in the audience
   App name	The app referenced in audience selection. This is not necessarily the app being targeted
   Upload to	Icons of partners to whom the audience is sent indicates that the audience is split between partners
   Upload status	The current audience upload status In case of failure, click View details and take corrective action in accordance with the detailed error message that displays
   Incrementality	[Displays if you subscribe to Incrementality]  Click on a link to go to the Incrementality dashboard

The connections tab contains the partners and connection status for each connection. 

To manage/add a connection 

1. Go to Integration > Audiences > Connections.
2. Do one of the following:
   • To add a new connection:
     1. Click Add parnter connection.
     2. Enter a Connection name.
     3. Select a Partner
     4. Complete the fields/login to partner process. Some partners have detailed instructions about how to connect. 
     5. Click Add partner connection. 
   • To manage an existing connection:
     1. Select a partner.
     2. Select a connection.
        

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3. Do any of the following actions.

The following options are available:

• Split the audience amongst the connected partners and optionally hold back a portion in a control group. Caution: Modifying an existing split allocation between partners causes redistribution of the entire audience. This can negatively impact the validity of A/B or incrementality test measurements.
  
• Send a copy of the audience list to your S3 bucket Note: This is not the same as defining Amazon S3 as a connected partner. The audience lists can be downloaded to a CSV file. Use the CSV file, for example, to send to partners who are not integrated with AppsFlyer.
• Create and add a new connection.
• Add/Remove an existing connection.

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. 

   

    

4. Do any of the following actions.

• 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 contain devices which 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 clicks 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 audiences created by import 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 an advertising identifier of CUID according to the ruleset