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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. They need unsafe-eval in your CSP if you have one. Prefer a cookie or a data attribute if you can, they are easier to reason about and do not need CSP loosening.

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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 in the preview modal, the QA overlay shows why each check passed or failed.