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Creating a new audience

You can create a new audience from either:

NOTE: If you create an audience that uses a time-related condition, such as has occurred + a When clause or first/last occurred (e.g. Sent email has occurred more than 1 day ago), it will be built based on the available contact data. From then on, the audience will be re-calculated (re-built) once every 24 hours. This is to ensure our system has time to check each contact’s activity values to see if they match the filter criteria.

Creating from a filter

To create a new audience from a filter:

  1. One the People page, click Filter.
  2. Use filters to find the segment of people you want to save as an audience. Note that people who meet this filter criteria will be added to the audience immediately and anyone that matches in the future will also enter.
  3. Click Save as audience. Give the audience a name, pick an icon that reminds you of the meaning and select whether to include the audience in the email preference center for your subscribers. You can also select to sync the audience with Facebook Ads and Google Ads (if connected).
  4. Click OK to create the audience. To see the audience navigate to Audiences.

NOTE: Changes to Google Ads audiences (such as if an audience member enters or exits the audience as a result of actions in a Journey or Playbook) are synced in Autopilot every 30 minutes.



Example people filter used to create an audience

Creating from the audiences page

To create a new audience from the Audiences page:

  1. On the Audiences page, click New audience.
  2. Use filters to find the segment of people you want to save as an audience. Note that people who meet this filter criteria will be added to the audience immediately and anyone that matches in the future will also enter.
  3. Click Next. Give the audience a name and select a memorable icon. You can also decide whether to add the audience to the email preference center and to sync the audience with Facebook Ads and Google Ads (if connected).
  4. Click Create to complete the audience setup.

NOTE: Changes to Google Ads audiences (such as if an audience member enters or exits the audience as a result of actions in a Journey or Playbook) are synced in Autopilot every 30 minutes.

Data retention and audiences

All Ortto customers are able to create audiences based on data that is more than 90 days old. This enables you to use actions that have (or have not) occurred more than 90 days ago as audience entry and exit criteria, such as Flight booked last occurred more than 180 days ago. (The filter condition contains an activity and a When clause.)

Should you wish to add an attribute to the audience filter looking at activity older than 90 days (add a Where clause), Ortto enables you to create the audience as a retention audience. This option is available to customers on plans that include data retention, where the activity selected for the audience filter has data retention enabled. This enables you to add audience members with specific activity attributes, such as Flight booked last occurred more than 180 days ago where destination is London or Placed order has occurred more than 100 days ago where SKU is x.

NOTE:

To create an audience using an activity with a Where clause that has (or has not) occurred more than 90 days ago:

  1. Ensure you have enabled data retention for the activity you wish to use as a filter condition.
  2. Create an audience using the activity, a When clause for the required time period, and a Where clause to select an activity attribute.
  3. In Setup, select Use all available activity data.
  4. Continue with the remainder of the audience setup.



If you created a retention audience, you can filter the list of audiences on the Audiences page by clicking All  Retention+.