Drift Audiences helps you drive your pipeline, optimize your site, and create a VIP experience for your site visitors by allowing you to engage more site traffic via data enrichment reports and tools.

Billing Plan: Drift Audiences is available on our Advanced and Enterprise plans

In this article, we'll cover:

• Creating an Audience
• Viewing Audiences
• MAP List Audiences
• Related Content

Creating an Audience

To create an Audience navigate to Visitors > Audiences > Create Audience.

Once you click Create Audience you will be prompted to select your filters for your Audience. First you'll start with Account filters. You have the option to set your own filters as well as All target accounts. 
Click next and you'll be prompted to set firmographic filters, website behavior filters, and campaign traffic filters. Finally you'll be prompted to name your Audience.

Viewing Audiences

To view Audiences, go to Visitors > Audiences > All Visitors

From here, you can view your Audience Overview, your Audience List, and Audience Data over the past 7 days.

At the top of the screen, in the Audience Overview area you'll be able to view the amount of visitors that came to your website.  The amount of visitors that weren't shown a playbook, the amount that have been shown a playbook, the percentage of visitors who engaged with a playbook, and percentage that had their email captured. 

 

On the lower half of this screen you'll find the Audience List along with the associated Audience Data. Here you'll find the following metrics:

• Visitors - The number of visitors matched the attribute.
• Shown a Playbook - The number of visitors that were shown a Playbook.
• Conversations - The number of conversations started from a Playbook.
• Emails Captured - The number of emails captured from a Playbook.
• Meetings - The number of meetings booked from a Playbook.
• Not Shown a Playbook - The number of visitors who matched the selected attribute but were not shown a Playbook.

To drill down further on specific info reported, you can select the Showing and Sorted by drop down boxes to reorganize the information reported.  In the example below, you'll see we used the pull downs to see how many visitors came to our site organized by country, and sorted by the amount of conversations they've had.
Note: The country data that is displayed is the country that the company's HQ is located in, not the country that the site visitor is located in.

The Showing and Sorted By drop downs shown in the shot above are populated via Drift Intel, UTM Parameters, and Targeted Accounts.  For more information on how to utilize those items, see the related content links at the end of this article.

To see Audience Details and see which playbooks are firing for those visitors, click on the audience row to reveal more information. Here you can see a breakdown of:

• Total Visitors - The number of site visitors are in this attribute.
• Visitors Shown a Playbook - The number of site visitors that were shown a Playbook.
• Which Playbook are targeting this attribute - The number of Playbook fires by Playbook.

Scrolling down on this page will show you another breakdown by each Playbook. Here you can find the same metrics as above, Shown Playbook, Conversations, Meetings, and Not shown Playbook. You can also see how each Playbook targets its audience, either Directly or Indirectly.

Click the Top Pages tab to see a breakdown of how visitors on the most visited pages of your site. At the top of the page you'll see data for:

• Total visitors - The number of visitors that are in the attribute.
• Visitors shown a Playbook - The number of visitors that were shown a Playbook.
• Visitors not shown a Playbook - The number of visitors that were not shown a Playbook.

Scrolling down will show you a chart of how many visitors on each high traffic page either saw or did not see a Playbook. Below the chart you'll find a breakdown for each URL that contains:

• The name of the URL
• Total Visitors
• Shown a Playbook
• Not shown a Playbook
• Playbooks firing on this page

The Accounts tab will bring you to a list of your accounts that fall into the audience you are viewing. On this page you'll see the account name, their domain, and the number of visits to your site that fall into the attribute you are viewing.

To capitalize on these visitors, you can click on the Create playbook button at the top right of the Audience Details page, or you can click on the Create Playbook icon on the Audience Row you've hovered over. 

Note: After clicking the Create Playbook Icon in the Audience Row, you have the option to either create a new playbook from scratch, but you also have the ability to clone an existing playbook.  In both cases, Audiences will pre-fill the targeting criteria for the playbook based on which audience row was picked, but now you have the ability to take the content from an existing playbook (see gif below) instead of always having to start from a template.  

When choosing to create a Playbook from the Audiences page, you'll find that your Playbook will be pre-built with the Audience already populated.  This will work with your 6sense, and Demandbase audiences as well if you have these integrated with Drift.

MAP List Audiences

Audiences also utilizes your Marketo and Pardot integrations.  By clicking the Audiences drop down, you'll find your integration listed.

 

Note:

Audiences will also show you cookied visitors that match Marketo and Pardot even if you don't have the integration set up, but note that even when Marketo & Pardot add a cookie for nearly every site visitor, the number of visitors that can be recognized by Marketo/Pardot will be a subset of the total number of cookied-visitors. Basically, cookied does not mean their identity will be known. Seeing these values in action can give you insight into wether or not you should actually set up the integration.  For more info on all our integrations, click here.

Related Content

Check out some of our Frequently Asked Questions about Audiences here.