Last modified December 13, 2022 by Shelly Wolfe

Targeting campaign audiences

Define your audience criteria and highly customize the targeting of your campaigns with any combination of user profile and user behavior filters with Swrve’s campaign audience builder.

Audiences vs. segments

Campaign audience filters are grouped under two sections:

  • User Profile filters – criteria that is based on user, device, or event profiles.
  • 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 builder, the Audience screen (or Define Target Audience section for in-app and Conversation 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) 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 with user profile and user behavior audience filters

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:

  1. Under User Profile Filters, select the type of data on which you want to base your filter.
  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.
  3. Select Apply filter to add your filter. The audience definition displays a summary of the filters as you add them.
  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
  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
  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 allow for more granular targeting based on push notification campaign events and custom event payloads.


Target your audience based on their exposure to and interactions with push notification campaigns.

User behavior filter with campaign values

To target your audience using push notification events, you must first launch a push notification campaign in Swrve. For more information, see Creating a multi-platform push campaign.


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.

User lists

Target your users based on their presence in a user list.

User behavior filter with payload valuesTo target your user lists in a campaign, you must first create and add users to the list. For more information, see User lists, or contact your CSM at for further assistance.

Saved audiences

Save your audience definitions for reuse in other campaigns, whether directly in Swrve or with our new Experience APIs.
There are two methods for creating reusable audiences in Swrve:

  • From the Saved audiences management screen.
  • When building a campaign’s target audience.

Create a saved audience

Use the Saved audiences screen to create and manage your audiences outside of the campaign workflow. To view and manage your audiences, on the Manage menu, select Saved audiences.

Saved audiences management screen

To create a saved audience:

  1. On the Saved audiences screen, select Create audience.
  2. On the New saved audience screen, enter the following details:
    • Audience name – The audience name, as you want it to display in the campaign audience builder.
    • Audience ID – A unique value that identifies the audience when using Swrve’s Audience and Experience APIs. Once you set the Audience ID, it cannot be changed.
    • Description – Optionally, enter a description for the audience. This might be helpful if you have multiple audiences with similar names.
  3. Build your audience filters based on any combination of user profile and behavior filters.
  4. After you’ve added all required filters, select Save.

Once saved, the audience displays in the Saved audiences list.

Save an audience while building your campaign

To save your audience from within the campaign workflow, define your audience on the Custom Audience tab of the audience builder, and then select the Save audience for later check box. Enter a name and ID for the audience in the appropriate boxes and then select Save audience.

Save audience for later checkbox with two fields to enter the audience name and ID. On the right is a green button with the text Save audience

Reuse a saved audience

To use a saved audience in your campaign, on the Custom Audience tab, select Reuse Saved Audience. Select 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

For information on how to use saved audiences when creating campaigns via API, see our Retrieve and target saved audiences tutorial.

Manage your saved audiences

Use the options available on the Saved audiences screen to create a new audience, edit the description of an existing audience, or delete an audience. The Saved audiences screen displays the following information for each audience:

Column Description
Name The saved audience name as it appears in the Custom Audience tab of the audience builder.
ID The ID you assigned the audience for use with Swrve Experience APIs. Once you set the ID, it cannot be changed.
Description The audience description.
Date created The date the audience was created.

The following options are available for managing your saved audiences.

Edit an audience

  1. In the row of the audience you want to edit, select edit .
  2. Update the name, description, or filters of the audience as required, and then select Save.

Delete an audience

  1. In the row of the audience you want to delete, select delete .
  2. A message prompts you to confirm whether you want to delete the saved audience. To confirm your choice, select Continue.
Editing a saved audience’s filters or deleting an audience does not affect any campaigns using that audience, regardless of the campaign’s state. The saved audience definition is applied to a campaign, in its current state, at the time you add the target audience. , and not linked to a campaign after their filters are imported as the campaign’s target audience criteria.

External audiences

To use an audience from an external source, such as a marketing cloud or linked push notification campaign, select the External Audience tab.

Audience builder with the External Audience tab selected and the external source set to Marketing Cloud

The external audience options are:

Next steps