Last modified September 23, 2019 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

Audience filters are 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 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 and audiences, 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.

Campaign audience builder with custom audience and external audience tabs

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, 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.

Custom audience tab of the audience builder

The Est. Total Audience displays an estimate of your users who qualify for the audience. The estimated audience is calculated slightly differently depending on the campaign channel. For example, in-app campaign audiences are based on a sample of recently active users in the last seven days, while push notification audiences are based on a sample of your total user population. 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 treatments 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 value box.

Step 3: Select Apply filter to add your filter. The audience definition displays a summary of the filters as you add them.

Step 4: Optionally, to create more complex filters, use secondary filters to apply additional constraints within one group.

    • To add a secondary filter, on the filter summary select add (+) and then select the operator you want to use:
      Audience filter secondary operator
    • Add the additional filter criteria and then select Apply filter. The filter definition is added to the summary and you can continue to add more secondary filters as required.
      Audience builder definition with secondary filters

Step 5: To add another group of filters to your audience, select Add a new filter + and then select the primary operator you want to use.

Add a filter and select primary operator

Step 6: Repeat steps 1 to 3 above for every additional filter.

Depending on your comfort level with AND/OR logic, use the primary and secondary filter operators to create audiences that are as basic or advanced as needed. For more information about advanced filters, see Segment and audience filters.

User behavior filters

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

User behavior filter with payload values

To target your audience using event payloads, you must first configure the required events in your Swrve dashboard. For more information, see Configuring event payloads or 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.

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.

Import 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 your marketing cloud app, such as Salesforce Journey Builder or Oracle Responsys.
  • 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