Last modified November 8, 2018 by Shelly Wolfe

Targeting campaign audiences

When you create a new campaign, use the target audience options to define your audience criteria and highly customize the targeting of your campaigns with any combination of user profile and user behavior filters. This article explains how to use the audience options available to target your campaigns.

Audiences vs. segments

The filters available for creating audiences are slightly different from those available for creating segments for resource A/B tests and analytics. Campaign audience filters are now grouped under two sections: User Profile filters (criteria that is based on user, device, or event profiles) and User Behavior filters (filters based on historical user behavior). If you’re creating segments for analytics or resource A/B testing purposes, you can still use any combination of user profile filters, including event recency and date-related user properties. For more information on the filter options available for creating segments, see Segment and audience filters.

Defining your target audience

When you define your target audience in the campaign workflow, the Define Target Audience section (or Target Audience in email and SMS campaigns) displays the options available for targeting your campaign.

target audience

Depending on the campaign channel and your third-party integrations, the following options are available:

  • All Users – send the campaign to all users.
  • Custom Audience – build a custom audience using any combination of user profile and user behavior filters.
  • External Audience – use an audience from an external source (for example, Salesforce Marketing Cloud, Facebook) or a linked push notification campaign.

Creating a custom audience

Select the Custom Audience tab to build a custom audience based on any combination of user profile and user behavior filters.

audience builder custom audience tab

The Estimated DAU / Total Audience displays an estimate of your users who qualify for the audience. To update the audience estimate as you add more filters, select Refresh Estimate.

User profile filters

User profile filters target your audience based on information contained in their internal Swrve user profile. For detailed information about the type of data and filter operators available, see the appropriate section in Segment and audience filters.

user profile filter with multiple values

Filter Name Description
Segments Filters the audience based on the definition of an existing user segment and whether or not the user is part of that segment.
Campaigns Filters the audience based on their exposure and interaction, past or present, to specific in-app message campaigns.
Purchases Filters the audience based on purchase-related behavior such as the total amount spent or the total number or recency of in-app purchases
Resource Tests Filters the audience based on their exposure to specific variants in a resource A/B test.
Engagement Filters the audience based on engagement-related criteria such as the number of app sessions and the lifetime minutes spent in the app.
Properties Filters the audience based on custom user properties.
Events Filters the audience based on the total count of the event or the recency of a custom event.
Device Filters the audience based on device-related criteria such as device name, operating system, or version.

To add a user profile filter:

Step 1: Under User Profile Filters, select the type of data on which you want to base your filter.

Step 2: Create your filter using the filter type, operator, and value fields provided. To include multiple values in a filter, select or enter the additional values in the property or value box.

Step 3: To apply the filter definition to your audience, select Apply filter. The audience definition displays a summary of the filters as you add them. Use the options on the filter summary to add a secondary filter +, edit the existing filter , or delete the filter .

audience filter summary

Step 4: To add an additional user profile filter, select Add a new filter +, choose the primary operator you want to use, and then repeat steps 2 and 3 to add any further filters you require.

AND OR operator

User behavior filters

User behavior filters target your audience based on their historical activity using event payloads.

user behavior filters

To target your audience using event payloads, you must first configure the required events in your Swrve dashboard. For help configuring your app events for payload targeting, contact your CSM at They will work with you to define the best schema for the events and payloads you want to use to target your users. For more information about how to create user behavior filters, see Targeting your audience by event payloads.

Saving and reusing a custom audience

Saving audiences for reuse in other campaigns is currently only available as part of our Early Access program. If you would like this feature enabled for your app, contact your CSM at

To save your audience filter definitions and reuse them in other campaigns, select the Save Audience for Later check box. Enter a name for the audience in the name box and then select Save audience.

save audience for later

To import a saved audience, select Reuse Saved Audience, choose the audience you want to use from the list, and then select Import. The audience summary displays the filters included in the saved audience, but you can add to, edit, or remove any filters as needed.

reuse saved audience

External audiences

Select the External Audience tab to use an audience from an external source.

The options for using an external audience are:

  • Marketing Cloud – select this option to make an in-app message or Conversation campaign available to use in Journey Builder. For more information about how to use Swrve campaigns in Journey Builder, see Swrve Salesforce Journey Builder app.
  • Facebook – select this option to use the audience from a Facebook ad-triggered campaign. For more information, see Facebook ad-triggered campaigns.
  • Push Notification – select this option to make an in-app message or Conversation campaign available for linking from a push notification. For more information about linked campaigns, see Push notifications to in-app campaigns.

Next steps