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An Audience is a set of visitor rules. Rules combine with AND. Leave the Audience blank on an experiment to include everyone.
Audiences list

Saved Audiences under Site → Audiences.

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Visitor category

  • Device, Desktop, Mobile, Tablet. Multi-select.
  • Browser, Chrome, Safari, Firefox, Edge, Opera, others.
  • Operating system, Windows, macOS, iOS, Android, Linux, others.
  • Language, the visitor’s preferred Accept-Language.
Device/browser/OS are derived server-side at ingest from the user agent. Client-side spoofing does not fool the categorization.

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Geo

  • Country, multi-select from the ISO list.
  • Region, case-insensitive text match.
  • City, case-insensitive text match.
Geo is looked up at the edge (GET /g) once per session, cached, and served from Cloudflare’s country/region/city data. Bounded wait of 250 ms, if the lookup times out, the visitor is treated as “unknown country” and geo-dependent rules do not match. See Geo for the failure-mode details.

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Visitor history

  • New vs returning, a 30-minute gap defines a new session.
  • Visit count, how many sessions this visitor has had on your site.
  • Days since last visit.
  • Pages viewed, this session.
  • Has completed goal X, whether the visitor has ever converted on a specific goal in your library.
History rules require the site to have the behavioral substrate turned on. It is on by default for sites created after mid-2026.

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Traffic source

  • Referrer, the document.referrer header.
  • UTM source / medium / campaign / term / content.
Referrer is bucketed into a friendly source (“google”, “facebook”, “direct”) for the picker, but you can also match on the raw hostname.

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Time

  • Day of week, Mon through Sun, multi-select.
  • Hour of day, 0–23, multi-select.
Both are evaluated in your project timezone. Set the timezone under Settings → General.

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Custom

  • Cookie value, read a cookie by name, match on its value.
  • JavaScript condition, a boolean expression you write. Evaluated on the page each time the audience is checked.
JavaScript conditions run in the same context as your other page scripts, and are evaluated with new Function, so they need unsafe-eval in your CSP if you have one. So does variation JavaScript, so avoiding these conditions does not on its own keep unsafe-eval out of your policy. See Content Security Policy. Prefer a cookie or a data attribute where you can anyway, they are easier to reason about.

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Location vs Audience

If your instinct is “match on URL”, that is a Location rule, not an Audience rule. See URL rules. If your instinct is “match on the visitor”, it is Audience. Everything else on this page.

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Saved audiences

You can define an Audience inline on an experiment, or save one under Site → Audiences to reuse. See Saved lists for when to reach for a saved Audience.

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Silent rule failures

An Audience that never matches, because a rule references a cookie that does not exist, or a JavaScript condition that always throws. silently excludes every visitor. The experiment then looks like it “is not running”. If yours seems to have zero exposures after a sensible amount of time, walk the audience rules one by one against a preview link. When an experiment does not match the page you are on, the preview badge says so directly. Nothing today breaks an audience down rule by rule, so narrow it by disabling rules until the experiment starts matching.
Last modified on September 9, 2026