Audience

The page opens on a set of headline numbers and six tabs. Two of the headline numbers are easy to confuse and are worth reading carefully:

• Total Unique Audience — a deduplicated count of individuals across every channel, broken down into customers, email subscribers, social media, and website visitors, with the overlapping duplicates removed. The tooltip shows which of those sources are actually connected.
• Total Segment Size — the sum of all segment sizes. Because one person can sit in several segments, this number is normally larger than the unique count and is not a headcount.

The tabs are:

• Segments — every segment with its size, growth rate, and per-segment actions.
• Customer Profiles — individual profiles behind the aggregates.
• Demographics — gender split and age bands (18–24, 25–34, 35–44, 45–54, 55+).
• Behavior — purchase behavior (frequent, occasional, one-time buyers), device usage (mobile, desktop, tablet), and engagement time of day.
• Interests — top interests with user counts and an affinity level, plus brand affinity.
• Tracking Setup — the tracking snippet to install on your site so website visitors feed into the same picture.

A segment is a saved, named group with a size, a growth rate, a status, and a creation date. It is not a static list you upload — it is produced by a segmentation run over the audience data in the current Brand Space, which is why sizes move over time and why every segment shows growth rather than just a count.

When you create one, you choose a segment type. The type decides which segmentation methods are used underneath:

• Behavioral — based on user actions, for example visited in the last 30 days, clicked an email, abandoned cart, completed a purchase.
• Demographic — age bands, location, gender.
• Purchase History — buying patterns, combining recency-frequency-value scoring with clustering.
• Engagement — interaction levels.
• Lifecycle Stage — where someone sits in the customer journey.
• Customer Value — revenue contribution.

The run itself is asynchronous. Submitting returns a job, the analysis happens in the background, and the new segments appear in the Segments tab when it finishes. Default run parameters are a minimum segment size of 50, a maximum of 10 segments, and a 90-day lookback — so a brand with very little history will get fewer, broader segments rather than precise ones.

1. Open Audience in the active Brand Space. If the headline numbers are empty, start with the Tracking Setup tab and connect your commerce, email, or ad platforms from Integrations — segmentation needs source data before it can produce anything useful.
2. Click Create Segment. Give the segment a name and description, pick one of the six segment types, then tick the criteria offered for that type.
3. Submit. You get a confirmation that segmentation has started along with a job reference; the Segments tab refreshes when the run completes.
4. Review the result in Segments. Each card shows total users and growth, with Edit, Export, and Create Campaign actions. Create Campaign opens the five-step campaign builder — campaign type, budget and schedule, audience, platforms, review — where you select the segment you just built as the target audience.
5. Cross-check against Demographics, Behavior, and Interests before you spend money. If a segment is large but its interest affinity is thin, that is a signal the targeting will be loose.

Cultural affinity is a first-class dimension in two concrete places, and it is worth being precise about which:

• Ad inventory — placements in the advertising catalog carry a cultural score out of 100, a breakdown of the dimensions behind it, and explicit cultural affinity labels. You can filter and sort inventory by those values when you buy.
• Analytics — the Cultural tab in Analytics reports performance by region with cultural trend data included, rather than only by generic demographics.
• Campaign recreation — the recreate wizard has a dedicated step for adapting ad copy culturally against selected audience profiles.

Cultural Insights is a separate read-only overview of trending topics and audience segments. Treat it as orientation material: it does not currently drive segment membership, and a segment will not change because a trend moves there.

A specialty grocer connects Shopify and their email platform, then installs the tracking snippet from the Tracking Setup tab. After a few days the Total Unique Audience number resolves — roughly the sum of customers, subscribers, and site visitors, minus the people who are all three.

They create a segment called Repeat Holiday Buyers with the Purchase History type, ticking criteria for repeat orders and seasonal purchasing. The run returns a segment with a size and a growth rate. The Behavior tab shows the segment skews mobile and evening, and the Interests tab shows a strong affinity cluster the team had not targeted before.

They click Create Campaign from the segment card, choose a sales and conversions objective, set a budget and schedule, select the segment as the target audience, and pick the platforms to run on. When results come back, attribution reports against the same brand, so the segment that produced the campaign and the performance that came out of it sit in the same place.

Audience data flows in from three directions: the tracking snippet for website visitors, connected integrations for commerce, email, and analytics platforms, and profile enrichment for the individual records behind the aggregates. All three are configured per Brand Space, and the deduplicated headline number tells you which of them are actually live.

Going the other way, a segment is consumed by campaigns as the target audience, by funnels through the campaign the funnel belongs to, and by agent workflows, which can watch a segment for a condition and act through a connected integration when it is met. You can also export a segment directly from its card if you need it outside the platform.

• Audience data is scoped to the active Brand Space. Switching brands switches the entire audience picture, including segments and profiles.
• Segmentation is a background job, not an instant filter. Expect a wait between submitting and seeing new segments.
• The default minimum segment size is 50, so very small groups will not be returned as their own segment.
• Profile enrichment is metered. The Audience screen shows your enrichment usage and warns before you hit the limit for your plan; usage and upgrades are handled in billing settings.
• Total Segment Size counts people more than once. Use Total Unique Audience for anything that needs a true headcount.
• Segment quality is bounded by what is connected. With no commerce, email, or analytics integration in place, demographic and behavioral tabs will have little to show.