Audiences

Audiences are customer segments built from filter conditions you define. BPP syncs them automatically to your ad platforms so you can use them for remarketing, Customer Match, lookalike audiences, and predictive targeting.

What you can use audiences for

• Retargeting — re-engage existing customers on Google Search, Display, YouTube, Gmail, Facebook, and Instagram.
• Customer Match — upload your first-party customer lists to ad platforms for direct targeting.
• Lookalike Audiences — seed a high-quality segment to find new customers who look like your best ones.
• Predictive Targeting — use AI model scores (purchase propensity, predicted LTV, RFM cluster, interests) as filter conditions to focus your spend on the most valuable users.
• Cookieless Targeting — sync segments to Anonymised for identity-based targeting beyond third-party cookies.

How audiences work

Each audience is defined by two things:

1. Filters — conditions that determine who qualifies. You can filter on user attributes, behavioural metrics (from Fields Builder), and AI model scores. Filters support AND/OR logic across multiple criteria.
2. Destinations — the ad platforms where the audience is synced. Each destination specifies which identifier fields to use for matching (email, phone, etc.).

On each daily sync, BPP applies your filter conditions, looks up the matching customers' identifiers, and uploads the list to your connected platforms.

Where audiences can be sent

Destination	Platform	Identifiers used
Google Ads	Customer Match	Hashed email, hashed phone
Meta Ads	Custom Audiences	Hashed email, hashed phone
Microsoft Ads	Customer Match	Hashed email, hashed phone
Anonymised	CRM Connect	Any identifier(s) you configure

Audience Preview

While you build an audience, the Audience Preview panel shows in real time:

• Estimated audience size — how many unique customers match your filters.
• Identifier coverage — how many of those customers have the identifiers needed for each destination (e.g., how many have an email address).

Higher coverage means more users can be matched at the ad platform, which directly affects match rates and reach.

Audience lifecycle

Status	What it means
Draft	Configured but not yet enabled. No syncs run.
Ready	Enabled and scheduled. BPP syncs on its daily schedule.
Running	A sync is currently in progress.
Complete	Last sync completed successfully.
Partial Complete	Sync completed but some users failed to upload.
Error	The sync failed. Check the destination for details.
Suspended	Paused by you. The schedule is paused; no syncs run.

Automatic audience creation on ad platforms

When you enable an audience for the first time, BPP automatically creates the corresponding audience list on the destination platform (e.g., a Google Customer Match list or a Meta Custom Audience). You do not need to create these manually. Subsequent syncs add or update users in that list.

In this section

• Audience Types — rule-based vs. predictive audiences.
• Create an Audience — step-by-step instructions.
• Manage Audiences — edit, pause, duplicate, and delete audiences.