Advertiser Website audiences are groups of users that you can create and then retarget in your campaigns based on who is visiting or interacting with your site. For example, you can create an audience consisting of people who have visited a certain section of your site. Targeting a website audience allows you to reach qualified users with more specific or sequential messaging.

The Taboola Pixel enables you to build website audiences, but before you can build them, you’ll first need to verify that your pixel code is active.

For instructions on installing the Taboola Pixel, see Taboola Pixel Conversions.

Visit our Advertiser Data Use Policy here.

Targeting Your Website Audience

1. Go to the Edit Campaign form
2. Under the Audiences section, click “My Audiences”
3. Here you can access a drop-down menu of targetable audiences that you have created and apply them to the campaign 

1. Choose ‘Include’ to target the audience or choose ‘Exclude’ to suppress the audience on a campaign
2. Select multiple audiences to target or suppress under ‘My Audiences’ connected by an “OR” function

Building a Website Audience

You have two options to get started:

Automatically Created by Taboola Based on Taboola Pixel Set Up

Taboola automatically creates audiences based on your Taboola Pixel set up.

1. Go to the Taboola Pixel menu and follow the steps to set up conversion rules. See Defining and Creating Conversions.
2. Once you’ve set the rules and data is collected, the following audiences will be automatically available in Audiences under Taboola Pixel:

• An “All Website Visits” audience
  • An audience representing "All Website Visits" for anyone who has visited your site. The Last Modified By column will show "Created by Taboola”
• For every conversion rule that you have created in the Conversions tab
  • Audiences based on conversion rules will have a similar name to the conversion with “_Conversion_Rule” at the end (i.e. product page visitors_Conversion_Rule). The Last Modified By column will show “Created by Taboola”

The audiences will become automatically available for targeting or suppression in the Edit Campaign form under My audiences. For example, create a retargeting campaign for all of your site visitors. You can also suppress converters based on the conversion rules audiences:

Manually Created by User Based on Taboola Pixel

If you want to create audiences that are not based on the aforementioned rules, you can do it manually.

To get started, do the following:

1. Go to the Taboola Pixel menu, and select Audiences. Here you can view existing audiences, or build a new one.
   
   
2. Click New Audience and choose From Pixel to start building a new website audience.
3. There are two types of website audiences:

• URL-based: Enables you to build a targetable audience of people who visit your website, a section of your website or certain web pages of your website.
• Event-based: Enables you to build a targetable audience of people who have completed a specific action, such as subscribed to a newsletter or purchased an item.

URL-Based Audiences

For URL-based audiences, in the URL Conditions section, you can manage conditions that will define the URL match of this audience. For URL-based audiences, do the following:

1.    In the Condition field, select Equals to match the URL/page exactly, or Contains to match part of the URL.
2.    In the URL field, enter the URL or part of the URL of the destination page whose visitors should count as part of this audience (for example, ‘newsletter’). We recommend excluding 'http' or 'https'.
3.    You can click Add Condition to add additional ‘Or’ conditions.
4.    In the Audience Name field, use a unique and descriptive name for your audience (for example, ‘newsletter signup’). Note that this name will appear under the available audiences for targeting in the Campaign Targeting section on the Campaign Setup page.
5.    In the Description field, enter a unique description that will help you remember your audience.
6.    Click Create Audience to create and add your new audience. You can later retarget this audience on the Campaign Setup page.

Event-Based Audiences

Event-based audiences enable you to build a targetable audience of people who have completed a specific action, such as subscribed to a newsletter or purchased an item.

1.    In the Audience Properties section, in the Audience Name field, use a unique and descriptive name for your audience (for example, ‘homepage’). Note that this name will appear under the available audiences for targeting in the Campaign Targeting section on the Campaign Setup page.
2.    In the Event Name field, use a unique and descriptive name for your event. This name will appear in the code snippet and will help you or your Webmaster recognize it when you implement the code on your site. Note that the event name can only contain alphanumeric characters, underscores or dashes, without spaces.
3.    In the Description field, enter a unique description that will help you remember your audience.
4.    In the Embed Code section, you will see the auto-generated event code. To track the event for an inline action, attach the event code to the relevant HTML element. Note that if your Taboola Pixel is not installed on the page, your event will not be recorded. You can also alternatively either copy the code to a clipboard, or download it to an HTML editor.
5.    Click Create Audience to create and add your new audience. You can later retarget this audience on the Campaign Setup page.

Event Audience Types

New audiences of the event type can be either:

• Active - Based on an event that is already active (installed) on your website, and on which activity has been recorded in the last 7 days.
• Custom – Based off of a custom event.
  
  

Audience Table

Once you’ve created your audience, you can see its details in the Audience table on the Audiences page.

• Status
  • No Activity Yet – Indicates there is no activity yet for this audience.
  • Active – There has been activity from your website within the last 7 days.
  • No Recent Activity – The audience was active in the past, but there has been no activity in the last 7 days.
  • Disabled – The audience was disabled, and activities from the website are not being counted.
  • Archived – The audience was disabled and archived.
• Condition – The URL conditions or Event Name that defines and builds the audience.
• Campaign using - The number of campaigns that are currently targeting this audience.

The following are the action buttons for each audience:

• Edit: Edit the audience.
• Disable: Disable the audience.
• Archive: Archive the audience. Note that archived audiences cannot be edited.
• View Code:
• For event-based audiences, this enables you to view the code snippet.
• For URL-based audiences, this button will be disabled. URL- based audiences do not have code snippets.

Audience Size

Audience Size: Website Audiences 

In Backstage, you can view the size of your audience on the Audiences and Edit Campaign pages. The audience size shows you the estimated number of people from your audience that you can reach monthly within the Taboola network.

To View Your Audience Size on the Audiences page 

1. Go to the Taboola Pixel menu, and select Audiences.
2. The Monthly Reach field shows the number of users in your audience, who had visible activity in the Taboola network in the last 30 days.
3. The Audience Size field shows the number of people in your audience (in order for a user to be counted in Audience Size, they must fit the criteria of the audience condition and must have seen a Taboola placement in the past 7 days).

To View Your Audience Size on the Edit Campaign page 

1. Go to the Campaign Management menu, and select a campaign to edit or create a new campaign.
2. The Audience Size field shows the number of people in your audience (in order for a user to be counted in Audience Size, they must fit the criteria of the audience condition and must have seen a Taboola placement in the past 7 days).

Website Audiences Lookback Window

You can also set the lookback window when creating or editing a website audience, in the Audience Properties section of the New Custom Audience page. For example, you can create an audience of people who visited your website in the past 30 days, as illustrated below.