Composite Audience

A Composite Audience is an audience defined by two or more rules. Use any combination of URLs visited, CRM audiences, impressions, pages viewed, and more. This allows you to create highly specific audience segments by combining different user behaviors and attributes.

When to Use a Composite Audience

A Composite Audience is useful for identifying people who match more than one customer trait. This is particularly powerful for:

1. High-Intent Targeting: Target users who have shown multiple signals of interest. For example:
   • People who are from a named account (CRM) AND have visited your site in the past 7 days (URL Visited).
   • People who visited your pricing page (URL Visited) AND visited a specific summer promotion page (URL Visited).
2. Exclusionary Targeting: Refine your targeting by excluding certain groups. For example, you could target people who have visited your checkout page but exclude those who have already made a purchase.
3. Sequential Messaging: Create a narrative with your ads by targeting users who have seen a certain number of impressions of a previous campaign and have also visited a specific product page.

Set Up Your Composite Audience

• Go to the left navigation menu and click Website Audience under Audiences.
• Click New Audience > Create a New Audience.

• Select New Composite Audience next to New Audience.
• Define your first rule. For example, select "URL Visited" and enter the specific URL or URL pattern.
• Add another rule by clicking "Add Condition". You can choose to connect the rules with "AND" (the visitor must meet all conditions).
• Give your audience a descriptive name that will be easy to remember and find later.
• Set the audience duration. Composite Audiences have a fixed 30-day duration, which overrides any containing audience durations. This means a person will remain in this audience for 30 days after they last qualified.
• Click Create Audience.

Exclude an Audience

Excluding an audience from a campaign means that we won't show ads to people in that audience. This is useful for preventing ad fatigue and focusing your ad spend on new potential customers.

• Go to the left navigation menu and click Website under Audiences.
• Click on the audience that you want to exclude.
• Under Campaigns with Audience, switch the Target toggle from Target to Exclude.

Best Practices and Tips

• Start with broader audiences: Unless you have a very high-traffic website, it's often better to start with more general rules to ensure your audience is large enough for your campaign to be effective.
• Use descriptive names: This will help you easily identify your audiences when you are setting up campaigns.
• Test and iterate: Create a few different composite audiences and see which ones perform best. You can then refine your targeting based on the results.