> For the complete documentation index, see [llms.txt](https://docs.shoplift.ai/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.shoplift.ai/test/targeting/custom-audiences-utms-referring-domains-and-geo-targeting.md).

# Custom Audiences (UTMs, Referring Domains, and Geo-targeting)

Custom audiences let you target your tests based on where visitors come from and who they are: UTM and query parameters, URL strings, referring domains, country, and your Klaviyo segments and lists.

An audience in Shoplift is a segment of visitors built from rules you define. You can create your own **custom audiences**, or use **common audiences**, which are ready-made segments Shoplift provides for popular use cases.

{% hint style="info" %}
Custom audiences are available on the Advanced and Pro plans.
{% endhint %}

{% hint style="info" %}
Audiences work in both tests and personalizations. This article covers adding them to a test; the same audiences are available when you set up a personalization.
{% endhint %}

### Add an audience to your test

On the test draft page, find the **Audience targeting** section. This lets you target your test in more customizable ways than device or visitor targeting alone.

1. Click **Add audiences** to open the **My audiences** window.
2. Choose from your custom audiences or from Shoplift's common audiences.
3. Select the checkbox for each audience you want, then click **Done**.

The **My audiences** window is divided into two types: custom audiences and common audiences. By default you won't have any custom audiences, because you create those yourself.

If you don't have advanced or specific use cases, common audiences let you narrow targeting to popular visitor segments, like visitors from paid media channels, search channels, specific referring domains such as Facebook or Google, or common countries like the United States or Canada.

### Create a custom audience

1. In the **My audiences** window, click **Create**. The audience editor opens.
2. Add one or more rules to define your targeting (see below).
3. Name your audience so you can reuse it later.
4. Click **Create audience**.

#### Build your rules

Each rule is made of three parts: a **dimension** (like UTM source, URL string, or referring domain), an **operator** (like contains, equals, or starts with), and a **value** you enter.

The available dimensions are:

* **utm\_source:** The ad platform or website specified in your campaign links, like `facebook`, `tiktok`, or `google`.
* **utm\_medium:** The type of channel specified in your campaign links, like `social`, `paidsocial`, `search`, or `cpc` (cost per click).
* **utm\_campaign:** The name of a specific campaign, like `black-friday-sale`.
* **utm\_content:** The name or type of a specific ad, like `black-friday-video`.
* **URL string:** Any parameter or value present in the URL of your test page. For example, if your Google Ads links carry a `gclid` parameter (Google Click ID), you can target based on whether that parameter is present or absent.
* **Referring domain:** The high-level domain a visitor arrived from, like `facebook.com` or `google.com`.
* **Country:** Target by one or more countries.
* **Klaviyo Segment** and **Klaviyo List:** Target visitors who belong to a segment or list in your connected Klaviyo account. These appear once the Klaviyo integration is connected.

For example, to restrict a test to visitors coming from Facebook, create the rule: Referring domain **contains** `facebook`.

#### Chain rules together

You can add more than one rule to an audience. A visitor must match every rule. To target Facebook visitors from Italy, you'd add a second rule: Country **equals** Italy. The test would then show only to Facebook visitors in Italy.

### Targeting with Klaviyo segments and lists

Once the Klaviyo integration is connected, your Klaviyo segments and lists become dimensions you can use just like UTM source or country. This is useful when the group you want to reach already lives in Klaviyo, such as VIP customers, lapsed buyers, or a specific list of subscribers.

Klaviyo dimensions use two operators:

* **is any of:** the visitor is in at least one of the selected segments or lists.
* **is none of:** the visitor is in none of the selected segments or lists.

{% hint style="info" %}
Klaviyo targeting requires the Klaviyo integration, available on the Advanced and Pro plans. For setup, matching behaviour, and what happens when a segment changes, see the Klaviyo integration article.
{% endhint %}

### Add multiple audiences to a test

You can add more than one audience to a test to widen the segment you're targeting. For example, to run a test on specific Facebook visitors as well as specific TikTok users, add both your Facebook audience and your TikTok audience.

Multiple audiences are combined with **or** logic: the test shows to visitors in your Facebook audience *or* your TikTok audience.

{% hint style="info" %}
Within a single audience, rules are combined with **and** logic (a visitor must match every rule). Across multiple audiences on a test, the audiences are combined with **or** logic (a visitor needs to match any one of them).
{% endhint %}

### FAQ

**If I apply my variant on a test with audiences, will it affect all visitors?** Yes. When you apply a variant after a test ends, every visitor sees that variant experience. Audience segmentation doesn't continue once the test has ended and the variant is applied. If you want to keep showing the winning version to only the targeted audience, roll it out as a personalization instead. See Personalizations.

### Still need help?

Contact [Shoplift support](/support/get-help.md) if you have questions about building or targeting audiences.