Targeting an audience

How to narrow a campaign from "everyone" down to the right slice of users, using the rule builder in the campaign form's Who step.

Dashboard walkthrough. For the targeting model and the attributes you can target, see Targeting and audiences.

Use this when a campaign should only apply to some users — a country, an app version, users who installed recently, or users who match a property you control. Don't use this when you want to control when a campaign fires (that's the When step and the triggering event) or what it shows (that's the What step).

Where to find it

Audience rules live in the Who step of the campaign form:

1. Open a project → Campaigns → New campaign (or open an existing draft).

2. Fill in the name and type in step one.

3. On the Who step, start from All users and click Add rule.

Every rule you add narrows the audience. Multiple rules combine with And — a user must match all of them. There is no "or" between rules; if you need an either/or audience, make two separate campaigns.

Rule types and operators

Each rule lives in its own card. Add, edit, or remove rules in any order.

Rule	Operators	Example
Countries	include / exclude one or more countries	Include Germany, France, Spain
OS Version	=, !=, >, <, >=, <=	>= 17 (iOS 17 and up). Add twice for a range.
App Version	same as OS Version	>= 4.2.0
App Install Version	same as OS Version	>= 3.0.0 and < 4.0.0 (twice)
Applications	include / exclude one or more applications in the project	Include the iOS build only
Custom Property	depends on the value type — see below	tier = premium
Install Date — absolute	is, is before, is after	"is after 2026-01-01"
Install Date — relative	is less than N days, is more than N days	"is less than 7 days"

Custom Property operators by value type:

Type	Operators
String	=, !=, is set, is not set
Number	=, !=, >, <, >=, <=, is set, is not set
Boolean	=, !=, is set, is not set
DateTime	is, is before, is after, is set, is not set

Is set and is not set check whether the property exists on the user at all — they don't need a value. Property keys are suggested from what the SDK has reported for this project; pick from the dropdown to avoid typos.

Worked examples

Paying users on iOS 17+ in Germany

1. Custom Property — subscription_status = active

2. Countries — include Germany

3. OS Version — >= 17 (and consider filtering by application for iOS-only)

New users on the latest app version

1. Install Date — is less than 14 days ago

2. App Version — >= 5.0.0

Everyone except early adopters on old builds

1. App Install Version — >= 4.0.0

2. App Version — >= 5.0.0

Power users with a specific flag

1. Custom Property — lifetime_purchases >= 5

2. Custom Property — beta_opt_in is set

Tips

• Start broader than you think. A too-narrow audience that matches almost nobody looks the same as a broken campaign. Widen, confirm it fires, then tighten.

• Name custom properties consistently. Amply's convention is snake_case for property keys (and PascalCase for event names). The dropdown shows exactly what the SDK reported — match whatever your developer set up.

• If a property isn't in the dropdown, the SDK hasn't sent it yet from any device in this project. Trigger it on a test device first.

• Country rules use device region, not IP. A user travelling abroad still counts as their device's region.

• Install date reflects the first install Amply saw. Uninstall and reinstall resets it.

Related

• Targeting and audiences (concepts) — the model behind rules and attributes

• Creating a campaign — full walk-through of the campaign form

• Sessions and events — confirm your custom property is arriving

• User attributes — how developers set custom properties from the SDK