Why isn't my Audience matching?

Three usual causes. First, the conditions are stricter than you think (use "contains" rather than "equals" for URL parameters). Second, the cookie or event you depend on is not whitelisted. Third, the Audience is below another Audience that matches first.

Train

Audiences

Version 1.0 · Last updated 2026-06-25

Customer or visitor segments built from context, behavior, and profile data. Used to target experiences, personalize answers, and control access.

Customers are not one homogeneous group. A new visitor from a paid ad is in a different conversation than a returning customer logged into their account. Audiences let you treat them differently without spinning up new workflows for every variation.

Key concepts

Default Audiences

Five pre-built segments ready to use: everyone, new visitors, returning visitors, desktop, mobile.

Custom Audiences

Segments you build by combining targeting conditions. Mix and match across context, behavior, and profile.

Targeting categories

Context. Geolocation, time, device. Where and when the visitor is.
Behavior. Referrer, current page, session count, events. What the visitor does or has done.
Profile. Custom traits you send from your CRM, identifier, firmographic enrichment. Who the visitor is.

Membership duration

How long a visitor stays in an Audience after qualifying. Session, days, weeks. Should match your sales cycle.

Audience order

Audiences are evaluated top to bottom. First match wins. A visitor who matches no Audience sees the default experience.

What you can do here

Create Audiences from context, behavior, and profile conditions
Combine conditions with AND or OR logic
Set how long visitors stay in an Audience
Reorder Audiences to control which one wins on overlap
Link Audiences to components, Procedures, or Personality settings

When to use it

You want a different experience for new visitors versus returning customers
You run paid campaigns and want to personalize for traffic from each campaign
You need to restrict a component to a specific group (e.g. enterprise customers only)

When not to use it

You want to scope the agent’s Living Knowledge to a product or audience. Use topics instead.
You want to remember a single customer across sessions. That is Living Memory, not an Audience.

How it works

Each Audience has a set of conditions and a membership duration. When a visitor matches the conditions, they join the Audience. The agent uses the Audience to decide which Personality, Procedures, or Notifications apply.

For URL parameters, cookies, and self-segmentation patterns, see Advanced Audience targeting.

Common questions

How do I create an Audience?

Open "Train > Audiences > Create audience". Set conditions, pick the logic (AND or OR), set membership duration.

How do I target visitors from a campaign?

Use the URL parameter conditions. Match the utm_source, utm_campaign, or any custom query string parameter you pass through the ad.

How do I exclude certain visitors?

Set up an Audience for the group you want to exclude, then place it above the others. The first-match-wins logic skips them.

Why isn't my Audience matching?

Three usual causes. First, the conditions are stricter than you think (use "contains" rather than "equals" for URL parameters). Second, the cookie or event you depend on is not whitelisted. Third, the Audience is below another Audience that matches first.

How do I let visitors pick their own segment?

Use self-segmentation. Ask a question through a component and assign each answer to an Audience. See Advanced Audience targeting.

What is the difference between an Audience and a Customer Agent moment?

Audiences segment your visitors. Moments are which phase of the customer journey the agent is serving. A single Audience can show up across several moments.

How many Audiences can I create?

Flex caps at 5 Audiences. Fixed is unlimited. See Subscription and invoices for the rest of the plan limits.