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MMP: Audiences

Build user segments from in-app behaviour, see an estimated audience size and a sample of matching users before committing, then push segments to ad networks or export as CSV.

Audiences let you build custom user segments based on in-app behaviour, directly from the platform interface. Define exactly who belongs in a segment using nested AND/OR conditions, preview an estimated size and a sample of matching users before committing, then push the finished audience to Meta, Google, TikTok, or export it as a CSV for retargeting and suppression campaigns.

How to Create an Audience

  1. Go to Audiences > +Create

  2. Select the Store App the audience should be built from

  3. Name your audience

  4. Description (optional) - add context for your team

  5. Refresh mode - choose Manual or Scheduled (see Scheduled Refresh below)

  6. Lookback days - how far back attribution data is considered when matching users

  7. Under Conditions:

    • Choose Match ALL (every condition must be true - AND logic) or Match ANY (at least one condition must be true - OR logic)

      or

    • Toggle Exclude users who match if you want to build a suppression list instead of a targeting list

    • Click + Add condition to add a rule, or + Add group to nest a sub-set of conditions with its own AND/OR logic

  8. Once an app and at least one condition are set, Swaarm shows an estimated audience size and a sample of matching users, so you can sanity-check the segment before creating it

  9. Click Create audience

šŸ’”Nested groups are what let you express more complex logic than a single AND/OR list allows, for example, "(Country = US OR Country = CA) AND (Level completed ā‰„ 10)" by combining a Match ANY group inside a Match ALL audience.

Refresh Mode

Audiences can rebuild in one of three ways:

  • Manual - the audience only rebuilds when you trigger it yourself.

  • Hourly - the audience automatically rebuilds and re-syncs to its destinations every hour.

  • Daily - the audience automatically rebuilds and re-syncs once a day.

Hourly and Daily keep the audience current as user behaviour changes, without needing to manually regenerate it, useful for time-sensitive segments like "purchased in the last 7 days" or "inactive for 14+ days." Choose Hourly for segments feeding fast-moving campaigns (e.g. real-time suppression lists), and Daily for less time-critical segments to reduce unnecessary rebuild load.

Audience Destinations

Once an audience is created, push it to one or more destinations from the audience's detail page.

Adding a Destination

  1. Open the audience, then click + Add destination

  2. Name the destination (e.g. "Meta")

  3. Type - choose where the audience should sync to:

    • CSV (S3 download) - the audience is exported as a CSV file on each refresh, available for download

    • Meta Custom Audience

    • TikTok Audience

    • Google Customer Match

  4. Sync mode -

    • Upsert (add/update): new matching users are added and existing members are updated on each sync

    • Mirror (replace)

  5. Minimum size - skip syncing if the audience is smaller than this threshold, useful to avoid pushing unreliably small segments to ad platforms

  6. Click Add destination

šŸ’” You can add multiple destinations to the same audience, each with its own type, sync mode, and minimum size. One audience (e.g. "High-value payers") can sync to Meta, Google, and TikTok simultaneously, no need to rebuild the same segment logic per platform.

One-off export vs. configured destination

The Export CSV button at the top of the audience page does an immediate, one-time download of the current audience, useful for a quick check or a manual upload elsewhere. Adding a CSV (S3 download) destination is different: it sets up a recurring export that regenerates automatically every time the audience refreshes (per its Refresh mode), so downstream systems always have the latest file.

Identifiers are hashed as required by each destination platform (Meta, Google, TikTok) before syncing.

Use Cases

  • Retarget high-value payers

Build a Match ALL audience: Total revenue ā‰„ $50 AND Active in last 30 days. Push it to Meta Custom Audiences to run a dedicated retargeting campaign toward your best existing users.

  • Suppress recently converted users from prospecting campaigns

Build an audience matching Performed event Install for your Store App, enable Exclude users who match, and push it as a suppression list to Google Customer Match, so acquisition campaigns stop targeting users who already converted.

  • Re-engage lapsed users

Build a Match ANY audience combining Not active in last 14+ days OR Session count = 1 with Scheduled refresh, so the segment stays current automatically and can feed an always-on win-back campaign.

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