The Audiences tab lists all audiences that you have created and transferred to the network for all your connected Ads accounts. It also has controls for creating, viewing, editing, deleting audiences and for accessing the campaign-level reporting.
The audience Name, Type, Ad account and the following properties are listed:
Status – There are several possible values for this column:
- Transferring – The source audience has been created in Emarsys and sent to the network; the network is searching for matching profiles and has not yet finished. This process may take a few hours.
- Too few contacts – The network audience has been created but there are not enough contacts for you to be able to start an ads campaign
- Ready – The network audience has been created and it is ready for you to target with your ads campaign.
- Live – The network audience has been created and you have launched an ads campaign to it.
- Transfer failed – The network audience has been created but the transfer of the contacts failed. This may happen when there are temporary network issues or service outages.
- Deleted from network – The network audience has been deleted. Please delete the audience in Digital Ads.
- Pending on network – The network is processing the successfully transferred audience. For Facebook this process may take up to 1 hour to complete. For Google this process can take up to 24 hours to complete. This status is only shown for segment audiences.
This processing takes different amount of time on each network. For Meta (Facebook & Instagram) and TikTok it takes typically 1 hour to complete. For Google Ads, this process can take up to 24 hours. This status is only shown for segment audiences.
- Segment too large – The segment size exceeds the maximum supported size.
- Segment was removed – The daily sync has detected that the segment has been removed.
- Archived – Audiences which are not used by an active campaign and active ad-set/ad-group for three months are archived.
- Sync Interval – The synchronization period that repeats daily, weekly or monthly, when the audiences are synced with their source segments.
- Size – The size of the audience on the network. Google audiences display the Google search list size (rather than the YouTube or Gmail list size).
Google audiences display the Google search list size (rather than the YouTube or Gmail list size). Meta (Facebook & Instagram) does not provide the size of the audience on the network when multiple contact identifiers (e.g.: email address and mobile number) are used for advanced contact matching. In this case, "-1" is displayed as the size of the audience.
- Match Rate – How many contacts were matched by the network for ad targeting.
Match Rate is not calculated for Automation Center Audiences.
How does Emarsys calculate the Match Rate?
We add up the number of matched contacts for all Live audiences. Please note that contacts who can be found in two audiences will be counted twice.
- Created – The date and time when the network audience has been created.
- Last Synced – The date and time when the audience was last synced with the ad network.
Creating and Editing Audiences
First, check the onboarding video about Creating Audiences:
- Click Create Audience button to open the creation wizard.
- Select the asset type (See Working with Audiences for more information).
- Select the Ad network:
- Select an Audience Type.
- For Automation Center Audiences, simply give it a name and description.
- For Segment audiences, you need to select Segment Audience, then proceed as follows:
- Select a segment.
- Create an audience based on this segment.
- Select a Contact Matching field. Contacts within your Emarsys segment will be matched to contacts in the selected ad network based on their Email, Mobile Number or Mobile Advertising ID. For more information, see Matching identifiers.
Mobile Advertising ID is a unique pseudo-anonymous identifier assigned by Android or iOS to a contact's mobile device. It's a standard device ID that you can collect by using your own mobile app. You can import this field into Emarsys via the API or by using other methods. When the Mobile Advertising ID is enabled, Digital Ads will automatically create such a contact field and if the ID is added to that field, then you can use it for audience synchronization.
c. For Lookalike audiences, you need to create a Lookalike Audience based on the audience that you generated in Step ii. above.
d. If more than one Ads account is connected for a respective network, you may select the preferred Ads account.
5. Click Save. The audience will now appear in the audiences list with the status Transferring.
Matching identifiers are contact fields that are used to match your Emarsys contacts to those known to the ad network.
This data is hashed and compared to find contacts known to both systems. Emarsys does not transfer any contact data to the ad networks.
Depending on the ad network, support for these matching identifiers and how they may be combined within a single audience varies by network:
Using the Mobile Advertising ID as the matching identifier
Digital Ads automatically creates the contact field Mobile Advertising ID that should be used to store device identifiers for synching with ad networks.
If you have multiple apps (for example, an iOS app and an Android one), it is advisable to store the identifier source in a second contact field so that you can differentiate between these later.
Edit Segment Audience
Here you can edit the audience name and description and see the Audience Details. These are the same as the columns in the Audience List, with the addition of the Source segment name and size.
Segment results are cached for 10 minutes. So, if you run the same segment again within 10 minutes, you will get the previous (cached) results.
The synchronization of the audiences with their source segments depends on their usage in your ad campaigns.
- If the audience is used by an active campaign and active ad-set/ad-group, it will be updated on a daily basis.
- If the audience has not been used by an active campaign and active ad-set/ad-group for more than a week, it will be automatically switched to weekly sync interval.
- If the audience has not been used by an active campaign and active ad-set/ad-group for more than a month, it will be automatically switched to monthly sync interval.
- If the audience has not been used by an active campaign and active ad-set/ad-group for more than three months, it will be automatically archived.
A check is performed daily to see which audiences are in use and the sync schedule is then updated accordingly.
The automatic sync mode reduces unnecessary data syncs and utilization by archiving unused audiences. However, in some circumstances you may wish to overwrite the automatic sync interval to a fixed interval (daily, weekly, monthly). For example, in case an Automation or Segment based audience is not used directly on the network, but used only to create lookalike audiences.
For more information about measuring the number of matched contacts, see Utilization & Allowances Dashboard.
Individual audience reporting
Here you can see the results of the ad-sets using this audience, with the following controls.
If you have used this audience in more than one ad-set, you can select the ones you want to report on. Note that ad-sets only using the audience for exclusion won’t be included for selection.
In the results summary section you can see the overall results of the selected campaigns.
The metrics shown are as follows:
- Costs – This is how much the campaigns have cost you during the selected timeframe, both as a total sum and as a cost per conversion.
- Impressions – This is how many times the ads were seen (including multiple views by the same contact).
- Revenue – This is the total revenue coming from purchases that followed a click on an ad, both as a total sum and as revenue per conversion.
- Clicks – This is how many times an ad in this campaign was clicked (including multiple clicks by the same contact).
- Mobile clicks – This is how many times a click was registered on a mobile device (including smartphones and tablets).
- Conversions – This is how many contacts clicked the ad and went on to complete whatever action is defined as a conversion for this audience, e.g. make a purchase or sign up for a newsletter.
- Mobile conversions – This is how many contacts clicked the ad on a mobile device and went on to complete a purchase.
For Facebook audiences, you can click the cog wheel icon to change the Conversion Types. After you save your changes, the Revenue, Conversions, Mobile conversions, ROAS and cost per conversion will all be updated to reflect the new selection.
- ROAS (Return On Ad Spend) – This is the Revenue divided by the Costs; in other words, the revenue generated for every dollar spent.
- CPM (Cost Per Mille) – This is the cost of 1,000 Impressions.
- CPC (Cost Per Click) – This is the cost of each click.
- Cost per conversion (also known as CPA) – This is the cost of each click that resulted in a conversion.
Working with Audiences
What is an audience?
An audience is the name given to the user group in the network being targeted by your ad campaign. It is created after Emarsys sends the network a hashed list of email addresses or mobile phone numbers. The network checks these against its own database, and either creates an audience from the matches it finds, or generates a lookalike audience from profiles which share similar properties and interests to the source segment.
You can create up to 100 audiences per Emarsys account, and an audience may contain a maximum of 20 million contacts. If you require more audiences than this, Emarsys Support can increase the limit for you. Syncing more than 100 million contacts per connection across its audiences is not possible due to the rate limits of the ad network’s APIs.
Ad networks stipulate that audiences must reach a minimum size before it can be used for ad targeting. Read more about audiences in the respective documentation:
What types of audiences does Digital Ads support?
Automation Center Audiences
Automation Center audiences are the easiest and most flexible way to use social media as part of an omnichannel customer engagement strategy. Because you can dynamically add and remove contacts from the audience via the respective Automation Center nodes, you can define exactly the window of opportunity for your highly targeted ads campaigns, ensuring that your social ads budget is spent in the most effective way possible.
These audiences start empty and can only be filled by contacts who arrive at a certain point in an Automation Program. When a contact reaches the Digital Ads Add to Audience node, they are sent to the network in real time and, if they match a user profile, that profile is added to the audience.
Contacts are only removed from Automation audiences when they pass through the removal node. To exclude contacts from your campaign, be sure to also use the Digital Ads Remove from Audience node in the program and select the same audiences there that you selected in the Digital Ads Add to Audience node.
As soon as you activate the program, it will start adding contacts to the audience according to your specifications. Once the audience has reached the minimum size defined by the network, these contacts will be targeted by the advertising campaign you have set up to target this audience.
Summary: Automation Audiences enable orchestrated, omnichannel campaigns (e.g., email, followed by an ad) and recurring or event-based campaigns
Some ad networks automatically remove contacts from an audience after a period of time. Unlike segment audiences, which are regularly synchronized with ad network audiences, contacts are only added to the automation audiences once and do not get re-synced.
Segment Audiences are based directly on an Emarsys segment that you create. The network will populate the audience with any user profile that matches one of the identifiers (email address or mobile phone number) in your segment.
Google Lookalike Audiences are deprecated and will be removed from Google Ads completely. Instead, Google now offers campaign-level audience expansion targeting options.
Lookalike audiences are new custom audiences created by the ad network based on a custom audience you provide (which is itself based on a segment, such as Platinum Buyers). The networks use their own algorithms to find users who match the contacts in your audience, providing you with a great channel for acquiring new customers who share interests and/or friends with your existing customer base.
Summary: Lookalike audiences are a great way to harness the technology and reach of social media to find new, high-value customers.