Not every useful audience starts with a file. Two of the strongest come from your own campaigns.
The four audience sources
The Programmatic DMP builds audiences from:
- Website visitors — people who came to your site, collected with one tag.
- Customer lists — files you upload.
- Converters — people who already bought.
- Engagers — people who clicked, watched or converted on your ads.
Engagers and converters
Release v1.2 added audiences of people who clicked, watched or converted. Typical uses:
- Retarget clickers who didn't convert with a stronger offer.
- Show a follow-up product to converters.
- Exclude converters from acquisition campaigns.
Lookback windows: 7 to 180 days
Each audience has a lookback window from 7 to 180 days — how far back a person's action still counts.
| Window | Use it for |
|---|---|
| 7–14 days | Fast decisions: cart abandoners, flash sales |
| 30 days | Most retargeting |
| 90–180 days | Long buying cycles, win-back campaigns |
Shorter windows give smaller but warmer audiences. Check the reach estimate before saving — an audience that is too small will barely deliver.
Health checks
Audiences get daily health checks, so you know when one is too small or stale.
Related: Audiences: retargeting and suppression · Setting up conversion tracking
Nov 13, 2026