Included in Audience

Included in Audience vs Cumulative Audiences

Lexer has two attributes for tracking audience membership. They look similar but answer different questions.

Rule of thumb:

• Use Included in Audience to report on a live campaign or build ongoing segments of active members.
• Use Cumulative Audiences to find customers based on past targeting, such as win-back or suppression. See Cumulative Audiences for that workflow.

Why these attributes matter

Running several campaigns at once makes it hard to keep track of who has been sent what. Activate solves this by stamping audience membership onto each customer profile. You can then pull those customers back into Segment and measure how they behaved after the send.

For example: find everyone currently in your latest Meta audience, layer on a recent purchase filter, and you have a conversion view for that campaign without leaving Lexer.

How it works

When you switch this option on as part of an activation, Lexer writes four attributes to every customer profile included in the audience.

All four appear on the customer profile and are available in Segment. To find them quickly, type audience in the attribute picker.

Track a campaign with Included in Audience

Use this attribute to build a cohort of everyone you sent a specific campaign to, then watch how they behave.

1. Create the cohort segment

Go to Segment and create a new segment. Add Included in Audience attribute, then pick the activation name you used. In this example we’ll use CONVERT 1x BUYERS.

2. Add a purchase filter

Add Order Date > Since > [the date your campaign started]. The segment now returns customers who were sent the campaign and have since made a purchase.

3. Save the segment

Save it. You now have a live view of post-campaign converters that grows as more customers buy.

Lexer tip

Zero profiles on first run is normal. The cohort grows as the campaign drives people back to your site.

Measure the campaign

With the segment saved, add metrics so you can track ROI in Track.

1. In the Segment Builder, open your saved segment.
2. Hover over it and click the > symbol to expand the details.
3. Go to the Metrics tab and click TRACK ANOTHER METRIC.
4. We suggest adding: Total population, Average order value, Average total orders, Average total spend.

Video walkthrough: tracking metrics on a segment.

Then head to Track to pin these metrics to a dashboard. Video walkthrough: building a Track dashboard.

That’s the loop: activate, segment, measure.

Related

• Cumulative Audiences attribute
• Creating segments
• Track course