# How to Create an Audience using the Audience Builder


- See [Audiences Overview]({{< ref "audiences/overview.md" >}}) for an introduction to Audiences, supported destinations, and prerequisites
- See [Audience Builder Reference]({{< ref "audiences/audience-builder/audience-builder-reference.md" >}}) for condition-type descriptions, operators, and examples

## Video walkthrough

{{< youtube JF6MoBH98SU >}}

## Prerequisites

Ask your data team to set up a [Data Graph]({{< ref "audiences/data-graph/" >}}) containing a root entity model before starting — you won't be able to select a data source until this is done.

## 1. Add a new audience

Navigate to **Audiences** and click **Add audience**.

{{< image src="images/audiences/create-audiences-1.webp" alt="Add audience" >}}

## 2. Select the data source

1. Select a root entity model of the data graph as the audience data source.

{{< warning >}}
You cannot change the data source after the audience is created.
{{< /warning >}}

2. Provide a name and description.
3. Confirm and create the audience.

{{< image src="images/audiences/create-audiences-2.webp" alt="Set base definitions for the audience" >}}

## 3. Add the audience conditions

Click **Add Condition** to start defining conditions for the audience.

{{< image src="images/audiences/create-audiences-3.webp" alt="Add condition" >}}

The following condition types are available:

| Condition | <div style="width: 350px;">Description</div> |
| :--- | :--- |
| [Properties](#properties) | Filter on columns of the data source |
| [Events](#events) | Filter on timestamped event tables |
| [Relations](#relations) | Filter by existence or aggregate of related records |
| [Audiences](#audiences) | Reference existing saved audiences for inclusion or exclusion |

{{< info >}}
Each group of conditions uses either **AND** or **OR** — not both. Click the **AND** or **OR** label between conditions to switch the entire block. To combine both, create separate condition groups.
{{< /info >}}

#### Properties

Define conditions on columns of the data source. Use **AND**/**OR** to combine multiple conditions. Add a **Where** condition to narrow further.

{{< image src="images/audiences/create-audiences-4.webp" alt="Add property-based conditions" >}}

#### Events

Select an event model and define a condition. See [Audience Builder Reference]({{< ref "audiences/audience-builder/audience-builder-reference.md#events" >}}) for time-window modes and filtering details.

{{< image src="images/audiences/create-audiences-7.webp" alt="Add event-based conditions" >}}

#### Relations

{{< info >}}
**Relations** connect two entity models via a one-to-many relationship, while **Events** connect entity models to event models.
{{< /info >}}

Define a condition on related records. Optionally, add a **Where** condition to narrow further. See [Audience Builder Reference]({{< ref "audiences/audience-builder/audience-builder-reference.md#relations" >}}) for relationship paths, quantifiers, and aggregates.

{{< image src="images/audiences/create-audiences-9.webp" alt="Add relation-based conditions" >}}

#### Audiences

Select an existing audience and specify whether customers **should be a part of** or **should not be a part of** that audience. See [Audience Builder Reference]({{< ref "audiences/audience-builder/audience-builder-reference.md#audiences-inclusion-and-exclusion" >}}) for nesting and exclusion details.

{{< image src="images/audiences/create-audiences-11.webp" alt="Add audience-based conditions" >}}

## 4. Verify and sync

1. Click **Calculate size** to see how many customers match the specified conditions.

{{< image src="images/audiences/calculate-size.webp" alt="Calculate audience size" >}}

2. Click **Preview** to see a sample of the audience data.

{{< image src="images/audiences/preview-audience.webp" alt="Preview audience data" >}}

3. Tweak conditions and recalculate as needed.
4. Save the audience.
5. To sync the audience to a destination, see [Syncs]({{< ref "audiences/syncs/_index.md" >}}).

## FAQ

#### Why is my Save button disabled?

Look for a blue dot on a condition — this means it's missing a required value. Complete or remove it to enable **Save**.

{{< image src="images/audiences/incomplete-audience-condition.webp" alt="Incomplete condition" >}}

#### How do I use AND and OR?

Each group is all-AND or all-OR. Click the **AND**/**OR** label between conditions to switch. To combine both, create separate condition groups.

#### Where do I set up a data graph?

Your **Data team** sets up the [data graph]({{< ref "audiences/data-graph/" >}}). Reach out to them to get started.

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