Prerequisites:

Before getting started, ensure you have:

Required Permissions:

Audiences are available to users with the following permissions:

Analyst
Marketing
Marketing Analyst
Operator
Owner

Audience limits by plan

All plans include 10 pre-made audiences. In addition, each plan supports the following number of custom audiences:

Starter: up to 10

Pro: up to 500

Enterprise: up to 1,500

Computed Traits

Computed traits provide detailed analytics about a persona's spending behavior, audience membership, and purchase patterns, offering valuable insights for targeted marketing and sales strategies. These traits include metrics like average days between purchases, total and average spending, conversion and sales counts, commonly bought items, and loyalty metrics, helping to identify high-value personas to optimize engagement.

Trait Name	Trait Description	Selection Options	Flow re-entry?
Is a top 20% spender	Indicates if the persona is a top 20% spender.	is true, is false	No
Is in Audience ID(s)	Indicates if the persona is in specific audience IDs.	{typeahead chooser}	No
Is NOT in Audience ID(s)	Indicates if the persona is not in specific audience IDs.	{typeahead chooser}	No
Avg days between purchases	The average days between purchases.	more than, exactly, less than, is unknown, has any value, in range	No
Avg ticket size	The average ticket size of the persona.	more than, exactly, less than, is unknown, has any value, in range	No
Total loyalty orders	The total number of loyalty orders made by the persona.	more than, exactly, less than, in range	Yes
Total spent while loyal	The total amount spent (post-tax) while loyal.	more than, exactly, less than, in range	Yes
Mean purchases/month	The mean purchases per month.	more than, exactly, less than, is unknown, has any value, in range	No
Mean purchases/year	The mean purchases per year.	more than, exactly, less than, is unknown, has any value, in range	No
Number of conversions	The number of conversions.	more than, exactly, less than, in range	Yes
Number of sales	The number of sales.	more than, exactly, less than, in range	No
Spent per sale	The amount spent per sale.	more than, exactly, less than, in range	No
Has purchased amount	The persona paid set amount of money on an order at least once. For example, if you set this to greater than $100, you'd create an audience of personas who have made at least 1 purchase that was greater than $100.	more than, exactly, less than, in range	Yes
Total spent	The total amount spent (post-tax) by the persona.	more than, exactly, less than, in range	Yes
Total purchased quantity	The total quantity purchased by the persona.	more than, exactly, less than, in range	Yes
Total # of times spent at least $50	The total number of times the persona spent at least $50.	more than, exactly, less than, in range	Yes
Total # of times spent at least $100	The total number of times the persona spent at least $100.	more than, exactly, less than, in range	Yes
Total # of times spent at least $250	The total number of times the persona spent at least $250.	more than, exactly, less than, in range	Yes
Total # of times spent at least $500	The total number of times the persona spent at least $500.	more than, exactly, less than, in range	Yes
Total site page views	The total site page views by the persona.	more than, exactly, less than, in range	Yes
Total spent at favorite store ID	The total amount spent (post-tax) at the favorite store ID.	more than, exactly, less than, in range	No
Most commonly bought category	The most commonly bought category by the persona.	is unknown, has any value, starts with, ends with, contains, does not contain, matches regex	No
Most commonly bought brand	The most commonly bought brand by the persona.	is unknown, has any value, starts with, ends with, contains, does not contain, matches regex	No
Most commonly bought product (name)	The most commonly bought product (name) by the persona.	is unknown, has any value, starts with, ends with, contains, does not contain, matches regex	No
Most commonly bought SKU	The most commonly bought SKU by the persona.	is unknown, has any value, starts with, ends with, contains, does not contain, matches regex	No
Day of last purchase	The day of the last purchase by the persona.	Monday, Tuesday, Wednesday, Thursday, Friday, Saturday, Sunday	Yes
Last purchased amount	The amount of the last purchase by the persona.	more than, exactly, less than, is unknown, has any value, in range	Yes
When points will expire	The date when the points will expire.	after, on, before, between, in last, in next	No

Computed Collectible Code Traits

See Collectible Codes.

Note: Collectible Codes are only available with a Loyalty PRO plan or above

Trait Name	Trait Description	Selection Options	Flow re-entry?
Total collectible V2 Points	Total points of collectible codes redeemed	more than, exactly, less than, in range	No
Total number of collectibles V2 redeemed	Count of collectible codes redeemed	more than, exactly, less than, in range	Yes

Predicted Traits

Predicted traits provide forecasts about a persona's future behaviors, preferences, and value, helping businesses to tailor their marketing and engagement strategies proactively. These traits include predictions about the likely customer lifetime value, the brands, categories, and SKUs a persona is likely to purchase, and their likelihood of returning soon.

Trait Name	Trait Description	Select Options	Flow re-entry?
Likely customer lifetime value	The likely customer lifetime value.	more than, exactly, less than, is unknown, has any value, in range	No
Likely to buy brand	The likely brand the persona will buy.	is unknown, has any value, starts with, ends with, contains, does not contain, matches regex	No
Likely to buy category	The likely category the persona will buy.	is unknown, has any value, starts with, ends with, contains, does not contain, matches regex	No
Likely to buy SKU	The likely SKU the persona will buy.	is unknown, has any value, starts with, ends with, contains, does not contain, matches regex	No
Likely to return soon	Indicates if the persona is likely to return soon, defined as 6 days.	is true, is false	No

Computed and Predicted Traits