Adding audiences

You can add a target segment to your Orbit journey. This segment can comprise of multiple Orbit audiences or FastStats selections to be included or excluded from the campaign.

Adding a target audience

To add an audience:

  1. Click your Target Segment step, then name your audience.

    In this case, we've chosen Regular Customers.

  2. Click Create.

    The audience side panel opens with options to include or exclude Orbit audiences.

Including or excluding an audience

To add an audience:

  1. Click + Add Audience.

  2. Search for and select the required Audience. If you require more than one Orbit audience, then use the tick boxes on the left hand side to select the audience you want.

  3. Note: Here, you can choose between saved FastStats selections or Orbit audiences. You can find Orbit audiences via the Audience tab and FastStats selections under the Files tab.

  4. Click Add.

    Once applied, the selection count as of the time applied appears. For each include segment applied, a gross and net count is displayed.

    Gross is displayed without saving. However, to get the latest de-duplicated net count, and overall gross and net counts to display, you must click Refresh Counts at the top of the panel.

    See Audience counts below.

    Note: The option menu on the audience tile allows you to delete the audience, if no longer required.

  5. You can add further audiences by clicking + Add Audience and repeating the process. To understand the impact of moving the audience up and down the list, drag and drop the audience to the desired location and then Refresh Counts again to recalculate net counts.

    The option menu on the audience tile allows you to add a limit to your include audience. See Applying limits.

  6. Once you have added the relevant audiences, click Apply.

You have now set up your audiences for your campaign journey.

Audience counts

Audience counts help you see where and why audience counts decrease due to exclusions, de-duplication, or contact strategy constraints. You can view these up-to-date counts in both live mode and draft mode.

Audience counts are displayed in the Target segment side panel, showing how exclusions and inclusions affect the total audience size.

Counts are broken down into:

  • Gross count: The total number of individuals before any constraints or exclusions are applied.

  • Drops: The difference between gross and net counts, broken down by the following factors:

    • Exclusions: Individuals removed due to exclusion rules.

    • De-duplication: Individuals removed because they appear in multiple groups.

    • Volume constraints: Limits applied to the number of individuals in the campaign.

      Note: These include any campaign volume constraints and target segment limits.

    • Entry constraints: Restrictions from contact strategies, such as "one person per campaign per month".

  • Net count: The number remaining after applying all constraints and exclusions.

Each count includes a timestamp, so you can track when the figures were calculated. This visibility helps you understand the logic behind audience size changes, making it easier to trust the data and refine your campaigns effectively.