With the Adjust Audience Builder you can create customized user lists, right in your Adjust Dashboard. Set conditions to classify users based on their unique mobile app platform, device identification type, and in-app behavior. Then, split your audiences into group lists to share with your preferred mobile ad networks for retargeting campaigns, A/B testing, and more. Continue reading to learn more about building audiences and using conditions to make sophisticated marketing decisions.

All user data in the Adjust Audience Builder is privacy compliant. It is stored separately from other statistics reporting and does not contain any personally identifiable information.

1The Basics

What is an audience?

An audience is a collection of users that meet a certain set of conditions. More specifically, it is a dynamic list of device identifiers (advertising IDs or push tokens) that have been selected based on the conditions you’ve applied. Every time you or a partner downloads an audience, it will automatically contain the most up-to-date user list available.

Audiences are not limited to users from a single app. This means that your audiences can consist of users from all of your Adjust-tracked apps.

What are conditions?

Conditions are the distinct attributes selected to determine the types of users within your audience.

When creating your audience, set any one of the following conditions:

  • Apps (required)
  • Trackers*
  • Countries
  • App status (Installed only, uninstalled, reinstalled)
    • Install time (only available when you select Installed only in App status)
    • Uninstall time (only available when you select Uninstalled in App status)
    • Reinstall time (only available when you select Reinstalled in App status)
  • Device types
  • Install time
  • Last session
  • Attributions
  • Revenue events
  • Total time spent
  • Total revenue**
  • Attribution source (what is this?)

*Condition is unavailable if all apps is selected
**Condition only available on apps using the same currency

There is no limit to the amount of conditions you can set. All conditions can be combined with expressions (outlined below) to determine which users will be included in your audience.

Some conditions can be extended to include multiple qualifications. Whenever a condition is filled with more than one qualifier, it implies that the condition may be applied to each qualifier individually. For example, if you set a condition for countries to include the United Kingdom and Russia, it will filter your list to include devices from the United Kingdom or Russia.

When conditions are separated by condition type (defined above) it denotes an “and” property. This means that when more than one condition is set at the field level, all conditions apply. For example, if you set a condition to include users who have triggered 5 revenue events and another condition to include devices from Austria, then all users within your audience will have triggered 5 revenue events and be in Austria.

To delete a condition, simply select the trash icon, located on the far right of the condition field. To edit a condition, select the gear icon.

What are expressions?

Expressions are parameters for conditions.

Expression availability varies by condition. The Adjust Audience Builder allows you to filter your data with the following expressions:

  • Include
  • Exclude
  • Less than
  • Fewer than
  • More than

Please remember that if you select include it will only include the selected condition, i.e., if you select revenue events > include > 14, it will exclude all users who triggered any other number of revenue events.

If you select exclude it will exclude affected users regardless of any other conditions, e.g.:

  • Select Apps > include > myapp1 > myapp2
  • Select Countries > exclude > Germany

All users from Germany will be excluded from your audience, even if they use myapp1 or myapp2.

2How to create an audience

Setup Instructions

  1. Open the main navbar (top left of the screen, by the Adjust logo) and select Audience Builder Audience Builder menu icon
  2. Select Build an audience, towards the lower center of the screen (if you have already built an audience, select NEW AUDIENCE at the top left of the screen) New audience
  3. In the NAME field, type the name of your audience Enter name field
  4. Next, select your platform store

    Available mobile stores: iTunes, Google Play Store Select store

  5. Then, select your preferred method of user identification

    Available identifiers: unique advertising ID (IDFA for iOS and GAID for Android) or individual push token. You can use push tokens to re-engage users via push notifications. Select identifier

  6. Next, select one or more of your apps using the Apps condition. This is the only required condition. Select app
  7. Now, select your other conditions (examples below). You must confirm each condition before you can add another. Select condition Figure 1: Selecting COUNTRIES as a condition Define condition Figure 2: Selecting INSTALL TIME as a condition and defining the time period Select NEXT Figure 3: Defining TOTAL REVENUE as a condition and confirming all conditions
  8. When you are happy with your setup, select NEXT
  9. You can divide any of your audiences into subdivisions called groups. Use groups to conduct A/B campaign tests, analyze network performance, or avoid paying multiple networks to target the same users. Each group comprises unique users: no user will ever be included in more than one group. Select groups To split your audience into groups, first determine the number of groups (maximum 10). Then, verify the percentage of users that each group will contain. Feel free to override the default percentages with custom values—just confirm that your group total amounts to 100%. All groups can be named to your preference. Example below: Name groups
  10. You will now see an overview of your audience that includes dynamic URLs for each group, the total number of users, and a list of general parameters. Each URL redirects to a CSV file containing a list of all the users in that group. Please note that anyone with this URL will have access to the CSV file and the device identifiers that it contains. Groups are refreshed hourly, so every time a list is downloaded, it will automatically consist of the most current ID set available.
  11. If you are happy with this information, select CREATE; otherwise, select BACK and make any desired changes before continuing.
  12. Once you have created your audience, it will appear on the Audience Builder home screen. Each label displays high-level information about your audience. Select the caret at the bottom of the card to view the available options:
    • DETAILS: opens a sidebar with more information about your audience
    • DELETE: permanently deletes the audience. This cannot be undone. Any URLs associated with a deleted audience will become inactive.

During audience creation, you will see a real-time audience size calculation in the top right of the screen. If this drops to zero, your conditions are no longer compatible.

3How to download or share an audience from the Adjust Dashboard

Every group that you create generates a dynamic URL, located in the expanded details sidebar (located on the right-hand side of your screen). Each URL directs to a CSV file containing information on all users within that group. Select the clipboard icon to conveniently copy the URL to your clipboard. You can then paste this URL into your browser to download the CSV file directly, or share the URL with your colleagues and partners—anyone with the URL can access the CSV file.

The URL, like the audiences and groups you create, is dynamic, and every time you or a partner downloads the CSV from the URL, it will automatically contain the most up-to-date user list available. As a reminder, no user data will ever overlap between groups.

4How to stop sharing an audience with a network

You can revoke a network’s access to an audience by resetting the group link. This will replace the current group URL with a new one, and anyone still using the old URL will no longer be able to access the list of user information.

Follow the steps below to reset your group link:

In the Adjust Dashboard

  1. Select MENU to open the main menu
  2. Select Audience Builder
  3. Select the caret (^) on an audience to expand the audience options
  4. Select Details
  5. Select the settings (gear) icon next to the group you want to update
  6. Select Reset group link

After resetting the group link, you can share the new URL with another network or partner of your choice.

Note: If your group is linked to a partner (e.g., Facebook), you will need to re-link it after resetting the group URL.

5How to use audiences for your mobile ad campaigns

Once you’ve downloaded the CSV file for your audience, you will have a full list of advertising IDs or push tokens to use for highly targeted mobile advertising. Submit these custom user lists directly to your preferred ad networks for your next campaign.

6How to export your audience to Facebook

Adjust’s Audience Builder is directly integrated with Facebook, allowing you to link any group or audience to Facebook from within your Adjust Dashboard. This is the quickest, easiest way to use your group audience to target users through Facebook or create Lookalike Audiences for your Facebook campaigns.


  • You must have a Facebook profile with an ad account linked to Adjust (in the Adjust Dashboard, go to Account Settings > Facebook to link a profile)
  • You must enable the Facebook ad accounts you want to use with Audience Builder (in the Adjust Dashboard through Account Settings > Facebook)
  • You must have accepted Facebook’s Advance Mobile Measurement terms and conditions
  • You must have created an audience

Instructions In the Adjust Dashboard

  1. Select MENU to open the main navbar
  2. Select Audience Builder
  3. On the Audience Builder homepage, select the caret on the audience of your choice, then select Details
  4. In the audience overview module (to the right of the group URL), select the Facebook icon
  5. Select where you want to link your group or audience (Facebook account and associated ad account)

Soon, you will find your exported group or audience within the Facebook ad account that you selected (step 5). In the Facebook Ads Manager dashboard, simply select the hamburger menu icon, then select Audiences.

Selecting Audiences in Facebook Ads Manager

You can unlink a group or audience from Facebook in order to relink it (e.g., to another Facebook account) or prevent Facebook from further targeting the users in the group or audience.

There are two options when unlinking a group or audience from Facebook:

  • Unlink audience only: retains the audience in your Facebook account without dynamic updates
    • Select this option when you no longer want Adjust to dynamically update the audience in Facebook. This could be because you only want to target a static audience, or you only want to use the audience as the foundation for a Facebook Lookalike Audience.
  • Unlink and erase all audience history from Facebook: removes the audience from your Facebook ad account entirely, so it no longer appears in Facebook
    • Select this option when you no longer want Facebook to target these users at all and no longer require the audience to create Facebook Lookalike Audiences

Instructions In the Adjust Dashboard

  1. Select MENU to open the main navbar
  2. Select Audience Builder
  3. On the Audience Builder homepage, select the caret on the audience of your choice, then select Details
  4. In the audience overview module (to the left of the group URL), select the Facebook icon
  5. Select whether you would like to Unlink the audience only or Unlink and erase all audience history from Facebook
  6. Confirm your choice by selecting the tick icon


How often is an audience CSV updated?

Audience CSVs are updated in real time. Therefore, each time that you or a partner downloads an audience it will automatically contain the most up-to-date user list available.

Why can’t I select the Trackers condition with multiple apps?

When you select an app for your audience, Adjust pulls a real-time list of all the tracker tokens associated with that app; for multiple apps, this could require a considerable number of tokens. As the time it takes to compile this information far exceeds our usability guidelines, we have limited the availability of these conditions to single-app audiences.

Does my audience include users that have enabled LAT?

Audiences created in the Adjust Audience Builder do not include devices with limit ad tracking (LAT) enabled. The Adjust SDK began verifying LAT settings in version 2.1.0 of the iOS SDK and version 3.3.5 of the Android SDK. Any devices running versions of your app with earlier versions of the Adjust SDK are assumed to have LAT enabled and will not be included in your audience.