Build audiences on the warehouse sources and activate them in the downstream destinations.

Audiences are customer lists that satisfy a specific set of criteria out of all users of a product. RudderStack’s Audiences feature lets you create these target customer lists with easy-to-use filters on your warehouse tables. Once created, you can activate them in any RudderStack-supported destination connected to the warehouse.

For example, you can create audiences and send that data to the downstream digital advertising destinations to:

  • Retarget all users from California to improve repeat sales.
  • Prompt active customers on your sports website to buy season tickets.
  • Run campaigns to grow usage of the product as well as retain users.
This feature is available only for the Growth and Enterprise customers.

Key features

RudderStack provides much value by providing audience-building capabilities in its Reverse ETL pipeline where you can:

  • Create and sync a single audience to multiple downstream systems, which is very time-consuming to do manually.
  • Analyze the results of multichannel campaigns in a single place at the data warehouse.
  • Trust the audience data as a single source of truth and have complete control over the ecosystem.
  • Fast-track the process for marketing teams who would otherwise need to work with SQL and warehouses or rely on data engineers to help with querying and syncing audiences.
  • Save time from updating the audience every time or debugging issues while building audiences using proprietary tools.

Create audience

RudderStack provides a visual Audience builder tool in its dashboard which you can use to build audiences without any prior knowledge of SQL or how to store the data.

Follow the below steps to build an audience on your warehouse source:

  1. Log in to the RudderStack dashboard.
  2. From the left navigation bar, navigate to Enhance > Audiences and click the New audience button.
  3. Enter the relevant details in the following sections:

Name your audience

  • Audience name: Enter a unique name for your audience.
  • Description: Enter a description for your audience.

Click Save and Continue to move to the next step.

Audience setup

  • Warehouse: Select your warehouse database from the dropdown.
  • Schema: Select the database schema.
  • Table: Select the required table.

Click Save and Continue to move to the next step.

Set conditions

You can set the required filtering conditions, view the corresponding SQL query and preview the resultant data from your data filters:

Set conditions in audience

As seen above, you can add multiple filters within a condition by clicking Add condition or add multiple group filters by clicking Add group condition. Also, you can select All or Any to implement the AND or OR operator respectively between different filtering conditions.

Click Save and Continue to complete building your audience.

Connect audience

Once you have created an audience, you can connect it to the required destination by clicking the Connect your audience button in the audience’s Connections tab:

Connect audience

Further, you can choose a destination, enter the destination-specific connection settings, map your data columns, and schedule the jobs to sync data to the destination.

Supported destinations

Currently, RudderStack supports the following destinations that you can connect to an audience:


Can I create a filter on the JSON columns in my warehouse table?

Yes, you can. Select the Custom SQL filter option from the dropdown and enter a corresponding SQL query which includes the relevant filtering condition for the JSON column:

Connect audience

Questions? Contact us by email or on Slack