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Copy file name to clipboardExpand all lines: src/personas/audiences/account-audiences.md
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title: Account-level Audiences
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redirect_from: '/personas/audiences'
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Account-level audiences are Personas audiences for businesses that sell to other businesses. They return the set of accounts which match a combination of account-level traits, user-level traits, and user events. You can sync these accounts and associated users with downstream destinations.
Copy file name to clipboardExpand all lines: src/personas/audiences/index.md
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title: Personas Audiences Overview
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redirect_from: '/personas/audiences'
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Audiences allow you to define cohorts of users or accounts based on their event behavior and traits that Segment then keeps up-to-date over time. Audiences can be built from your core **tracking events**, **traits**, or **computed traits**. These audiences can then be synced to hundreds of destinations and are available using the [Profile API](/docs/personas/profile-api).
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When building an audience you can use existing events, traits, computed traits or audiences.
You can build an audience from any of the events that are connected to Personas. This includes any [track](/docs/connections/spec/track), [page](/docs/connections/spec/page), or [screen](/docs/connections/spec/screen) calls. You can use the `property` button to refine the audience on specific event properties as well. Select `and not who` to indicate users that have not performed an event. For example, you might want to look at all users that have viewed a product above a certain price point, but not completed the order.
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You can also specify two different types of time-windows, `within` and `in between`. Within lets you specify an event that occurred in the last `x` number of days. In-between lets you specify events that occurred over a rolling time-window in the past. A common use case is to look at all customers that were active 30 to 90 days ago, but have not completed an action in the last 30 days.
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You can also use computed traits in an audience definition. For example, if you have created a `total_revenue` computed trait, you can use this to generate an audience of `big_spender` customers that exceed a certain threshold.
Funnel audiences allow you to specify strict ordering between two events. This might be the case if you want an event to happen or not happen, within a specific time window, as in the example below
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### Dynamic Property References
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Dynamic Property references give you more flexibility over funnel audiences. Instead of specifying a constant value in both events, like product_id = '123' for both Product Viewed and Order Completed events, you can specify that a child event references an event property of a parent event. You can also compare an event property to a trait variable.
If you are a B2B business, you might want to build an audience of accounts. You can use both account-level traits that you've sent through the [group](/docs/connections/spec/group) call, or user-level traits and events. For example, you might want to re-engage a list of at-risk accounts defined as companies which are on a business tier plan and where none of the users in that account have logged in recently. When incorporating user-level events or traits, you can specify `None of the users`, `Any users`, or `All users`.
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See [Account-level Audiences](/docs/personas/audiences/account-audiences) for more information.
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## Connecting your Audience to a Destination
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Once you have previewed your audience, you can choose to connect a destination, or simply keep the audience in Segment and download a csv. If you already have destinations set up in Segment, you can import the configuration from one of your existing sources to Personas. Note that you can only connect one destination configuration per destination type.
When you create an audience, Segment starts syncing your audience to the destinations you selected. Audiences are either sent to destinations as a boolean user-property or a user-list, depending on what the destination supports. Read more about [which destinations are supported](/docs/personas/using-personas-data/#compatible-personas-destinations) in the Personas documentation.
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To create a new audience:
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1. Go to your **Computed Traits** or **Audiences** tab in Personas and click **New**.
3. To preview your audience, click **Select Destinations**, then click **Review & Create**.
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By default, Segment queries all historical data (or "[replays](/docs/guides/what-is-replay/)" data) to set the current value of the computed trait and audience. You can uncheck Historical Backfill to compute values for the audience or trait without using this data. With this disabled, the trait or audience only uses the data that arrives after you created it.
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## Downloading your Audience as a CSV
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You can download a copy of your audience by visiting the the audience overview page.
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Audience CSVs are generated on demand. Before you can download the CSV, you will need to generate it. There are three different options for formatting:
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-**Unformatted:** Contains two columns. The first contains the user or account key and the second is a JSON object containing the external IDs. Generating this CSV is faster than the formatted option below. [Download example unformatted CSV](files/audience_csv_format_a.csv)
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-**Formatted (with indexed columns for ID types with multiple values):** Contains the same first two columns as the unformatted CSV. Additional columns are added for each distinct external ID type. When a given external ID type has more than one value, for example a user with three email addresses, _additional columns with indexed headers are added_, (`email`, `email_1`, `email_2`). [Download example formatted CSV with indexed columns](files/audience_csv_format_b.csv)
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-**Single Column (with one external ID type):** Contains only a single column of data with the selected external ID type. When the given external ID type has more than one value, for example a user with two email addresses, _additional rows are added._ Data in this format is hashed by default with the SHA256 hashing algorithm, but may be downloaded raw (unhashed) with appropriate permissions. This format is useful for uploading the audience to destinations like Snapchat or Braze, which may require a single column of hashed emails, for example. [Download example single column hashed CSV](files/audience_csv_format_c.csv)
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-**Unformatted:** Contains two columns. The first contains the user or account key and the second is a JSON object containing the external IDs. Generating this CSV is faster than the formatted option below. [Download example unformatted CSV](/docs/personas/files/audience_csv_format_a.csv)
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-**Formatted (with indexed columns for ID types with multiple values):** Contains the same first two columns as the unformatted CSV. Additional columns are added for each distinct external ID type. When a given external ID type has more than one value, for example a user with three email addresses, _additional columns with indexed headers are added_, (`email`, `email_1`, `email_2`). [Download example formatted CSV with indexed columns](/docs/personas/files/audience_csv_format_b.csv)
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-**Single Column (with one external ID type):** Contains only a single column of data with the selected external ID type. When the given external ID type has more than one value, for example a user with two email addresses, _additional rows are added._ Data in this format is hashed by default with the SHA256 hashing algorithm, but may be downloaded raw (unhashed) with appropriate permissions. This format is useful for uploading the audience to destinations like Snapchat or Braze, which may require a single column of hashed emails, for example. [Download example single column hashed CSV](/docs/personas/files/audience_csv_format_c.csv)
<td width="45%">Generating a CSV can take a substantial amount of time for large audiences (around 30 seconds for a formatted CSV with 1 million rows). For CSVs that are expected to take over 20 seconds, the Segment app displays an estimated generation time. After clicking Generate, it is recommended that you leave the modal open while the CSV is created.
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(If the audience recalculates between when you click Generate and when you download the file, you might want to regenerate the file. The CSV is a snapshot from when you clicked Generate, and could be outdated.)</td>
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