> For the complete documentation index, see [llms.txt](https://docs.amply.tools/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.amply.tools/concepts/targeting-and-audiences.md). # Targeting and audiences How Amply decides who sees what. A campaign reaches a user only when that user matches the campaign's conditions. This page explains the vocabulary: rules, operators, audiences. ## Rules are built from conditions A rule is a list of conditions you combine in the rule builder. Each condition compares one attribute against one value using one operator. Plain example: > Users whose country is France AND whose `subscription_status` equals `premium` AND who installed the app in the last 30 days. That is three conditions joined with AND. Each condition follows the same shape: ``` country equals France subscription_status equals premium install date is less than 30 days ago ``` You build this in the dashboard's rule builder by adding conditions one at a time. Conditions are joined with AND — every condition must pass for a user to match. Within a single condition, list-style operators give you an internal OR — "country is one of France, Germany, Italy" matches a user in any of the three. ## Attributes you can target on Attributes are grouped by where they come from. See [User attributes](/concepts/user-attributes.md) for the full picture; here is what you can use in targeting conditions today: * **Country** — the device's country. * **OS version** — the device OS version (for example, iOS 17). * **App version** — the current app version installed on the device. * **App install version** — the version of the app at install time (useful for "only users who installed after v3.0"). * **Application** — which app in your project (include or exclude a specific app). * **Install date** — when the user first installed the app. Works as an absolute date ("installed after 2026-01-01") or a relative one ("installed in the last 7 days"). * **Custom properties** — values you set on the user from your app code (plan tier, premium status, internal user type). For the full list and when to use which, see [User attributes](/concepts/user-attributes.md). ## Operators The operator set changes slightly by attribute type, but the vocabulary is small. **Numeric and version comparisons:** | Operator | Meaning | | ---------------- | ------------------------ | | equals | exactly equal | | not equal | anything but this value | | greater than | strictly greater | | less than | strictly less | | greater or equal | greater than or the same | | less or equal | less than or the same | **Existence checks:** | Operator | Meaning | | ---------- | --------------------------------------- | | is set | the user has a value for this attribute | | is not set | the user has no value | **List membership (for country, application):** | Operator | Meaning | | -------- | ---------------------------------------------- | | include | match when the user's value is in the list | | exclude | match when the user's value is NOT in the list | **Dates:** Dates support absolute ("on or after 2026-01-01") and relative ("in the last 30 days") forms. ## Audience — the result of a rule An audience is the set of users who currently match a rule. It is not a stored list. It is evaluated on-device every time a campaign is considered, using the latest attributes. A user who was in an audience yesterday can drop out today (for example, the user updated to a new app version, or changed country on vacation). This matters: audiences are live. You do not "refresh" or "rebuild" them. A campaign that says "users in France on app version ≥ 5.0.0" will immediately pick up a French user the moment they upgrade. ## Targeting on past behavior To gate on what users did before, track the event when it happens and **also** set a custom property on the user. The rule builder targets on the property; the event is the trigger that lets your code set the property. > When a user completes onboarding, fire `OnboardingCompleted` and `setCustomProperty("has_onboarded", true)`. A campaign for "users who have NOT yet finished onboarding" then targets `has_onboarded is not set` (or `= false`). The result is a rich audience composed of attribute and property conditions, all joined with AND. See [Campaign delivery](/concepts/campaign-delivery.md) for how triggers then decide when the campaign actually fires for those users. ## Targeting vs. triggering These are often confused. * **Targeting** decides who is eligible. "Is this user a match for this campaign?" * **Triggering** decides when the eligible user sees it. "Has the right thing just happened?" A user can be targeted by ten campaigns but only one triggers on any given event. See [Scenarios and campaigns](/concepts/scenarios-and-campaigns.md) and [Campaign delivery](/concepts/campaign-delivery.md) for how the two layers interact. ## Practical examples * **"France or Germany, premium users"** — country IN \[France, Germany] AND custom property `plan = "premium"`. * **"New users on the latest app version"** — install date in the last 7 days AND app version >= 3.4.0. * **"Lapsing premium users"** — custom property `plan = "premium"` AND custom property `trial_ends_at` is within the next 3 days. * **"Users who never finished onboarding"** — custom property `has_onboarded` is not set, or equals `false`. ## Related * [User attributes](/concepts/user-attributes.md) — the attributes you can build conditions from * [Sessions and events](/concepts/sessions-and-events.md) — where event-based conditions come from * [Campaign delivery](/concepts/campaign-delivery.md) — how triggering combines with targeting * [Targeting an audience](/user-guide/targeting-an-audience.md) — step-by-step in the dashboard * [User attributes (dev)](/developer-guide/user-attributes.md) — setting custom properties from app code --- # Agent Instructions This documentation is published with GitBook. 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