Cumulative Audiences

Keep track of your customer audiences

Keeping track of the customers you’ve included in audiences can be difficult, particularly if you’re running multiple campaigns at once. Activate helps you understand who you’ve sent to each audience by appending Attributes to each customer. You can use these Attributes to query these customers in Segment, and understand their behaviors post campaign.

Why measure my audiences?

Appending audience Attributes to your customers allows you to query these Profiles in Segment and learn from their behavior. You can create a Segment of customers sent to your most recent campaign in Facebook, and find out what makes this conversion segment interesting.

For example, you can search for customers included in an audience, and also include an Attribute for ‘recently purchased’ to understand the conversion rate from within Segment.

How does it work?

Sending an audience, with this option enabled, will populate four different Attributes for each customer included in your audience:

Each of these Attributes will appear on the Profile for the customers included in your audience, and can be added to your Segment Builder in Segment when creating Segments. To find them quickly in Segment, type audience into the attribute picker.

How to use the Cumulative Audiences attribute

One great use case for the Cumulative Audiences attribute is win-back segments and campaigns.

To see this in action, take a read through our Identifying win-back customers using the Second Last Order: Date attribute hands-on article.