Skip to main content

Audience targeting

What are audiences?#

Audiences help you show a particular placement to a specific group of customers on your site, based on conditions that you specify. You use audiences to control which customers are eligible to see a placement and which are excluded. For example, you might want your overlay placement to target repeat visitors. Or you might want to show an embedded placement only to visitors on mobile devices. Audiences help you accomplish these goals.

Here are a few examples of visitors you can include or exclude:

  • Visitors using certain devices or browsers.
  • Known visitors who you have included in a custom audience list.
  • Visitors who are associated to certain data elements you include in your Rokt integration.
  • Visitors who are from certain geographical areas or languages.

You can create an audience that captures information about your visitors and add it to a placement within a page variant—so only those visitors who meet audience conditions are eligible to see the placement. This rule set is shareable and can be applied to multiple placement and page variants across pages on your site. You can also use AND or OR conditions to combine rule sets for more specific targeting conditions within a variant.

Visitors who don't meet the conditions in your targeting rule set aren't included and won’t be shown that placement. If a certain condition is unknown for a customer, they are considered as not meeting the condition. In either case, they are excluded from any placements that are using that condition.

When should I consider using audience targeting?#

  • When you want to show a particular placement only to a specific group of visitors (e.g., return customers).
  • When you want to prevent some visitors from seeing a placement (e.g., high value customers, customers who bought tickets to a specific event, first time visitors).
  • To only show a placement on certain devices (e.g., when serving a different experience on mobile and desktop).
  • To only show a placement to visitors in certain countries.
  • To serve a different placement experience for some visitors (e.g., most visitors see an overlay while a targeted group are shown an embedded placement).

How do I use audiences?#

Targeting is set up at the page level by adding an audience to a page variant.

Create a new audience#

  1. Go to Transactions > Audiences.
  2. Click Add Audience.
  3. Click Add a rule.
  4. Select from the available rule types:
    1. Device.
    2. Country.
    3. Custom audience.
    4. Tag attribute.

After you create an audience, you can associate it to a page variant by going to Transactions > Pages and editing an existing page or creating a new page. Once you add a page variant to a page, you can select the audience that you would like to associate to the page variant.

How do I target different versions of a placement on the same page?#

There are two scenarios where you may want to show different versions of the same placement to customers on your page.

  1. To control which offers show on the placement. For example:

    • You have a list of event IDs with a different blocklist of verticals or advertisers to the standard experience.

    • You have a custom audience list of customers who should see only internal offers.

    • Major categories have different vertical allow/block rules.

  2. To test different UX variations of your placement for specific customer groups.

To configure, create multiple page variants and associate each with a different placement and audience. This ensures placements within the variant only show to visitors who match your desired targeting conditions.

We recommend only using targeting in this way when you allow Rokt to optimize the traffic distribution for the page variant. This allows Rokt to maximize the possible value per transaction on the page, while also respecting your targeting rules. It also ensures that we always show a Rokt placement to eligible visitors.

Restriction for variants with custom weighting#

We recommend not adding granular targeting rules to placements when custom weighting has been selected as the traffic distribution method on your page. When targeting is applied within custom weighted variants, there is potential to exclude visitors from being shown a placement who might otherwise have been eligible if a different variant had been selected. This is because the selection of a variant occurs first without any consideration for the visitors eligibility to see the placements within the selected variant. This is necessary for Rokt to conduct a scientific split test and respect the defined selection weighting.


Variant A is given 60% weighting and holds an overlay placement for general visitors to your site with no targeting applied. Variant B has 10% weighting and holds an overlay placement targeting a list of event IDs. When Variant B is selected and the visitor does not match the targeting conditions, they don't see a placement at all, although they were eligible to see Variant A. This could represent a lost revenue opportunity on your page.

When does this pose a problem?#

This could be problematic in situations where you want to be hyper-targeted in the placements you serve to visitors on your site, but also control traffic distribution when testing new variations of user experience. For example, you might consider running a different version of the overlay placement for mobile and desktop visitors, while simultaneously running tests controlled by a set allocation of traffic. This would require adding two overlay placements to a variant, one targeted to mobile devices and the other to desktop devices, and assigning the variant a selection weight. This configuration is not supported as overlay placements immediately load on the page.

Why do we prohibit multiple overlay placements within a variant?#

Variants are restricted to a single overlay placement with automatic activation on page load. This is to protect the user experience by preventing a situation where two overlay placements are shown to a visitor on your site. Allowing multiple overlay placements involves more configuration in the setup of a variant to ensure that only one overlay is ever eligible to show.

Was this article helpful?