Set an optimization's audience

Apply an audience to limit which visitors see your variations.

An audience is a subset of your site visitors (e.g., people located in New York). You can use audiences to control who’s eligible to see variations — by including or excluding specific visitor groups. Create rules-based audiences or code-based audiences, then set the audience in the optimization to target the right segments.

How to set an audience for AI-optimized or traditional tests

AI-optimized optimizations and traditional test optimizations let you assign audiences at the optimization level, so you can limit the eligible visitor pool on who can see the optimization's variations.

While editing the optimization:

1. Click the Optimizations dropdown in the top bar
2. Click Settings & goals
3. Click Limit audience
4. Choose A specific group
5. Choose an audience or create a new audience to choose
6. Click Save

For live AI-optimized optimizations, you don't need to republish the site — the audience is immediately applied.

How to set an audience for manual personalization variations

Manual personalization optimizations let you assign audiences at the variation level, so you can show specific content to specific visitor groups. You can update which audience is assigned to each variation at any time.

While editing the optimization:

1. Click the Optimizations dropdown in the top bar
2. Click Settings & goals
3. Click Manage audiences & variations
4. Choose a different audience or create a new audience
5. Click Done