This article will show you how to create different types of audiences for your campaigns. Created audiences can then be whitelisted/blacklisted as per your campaign preferences. With this article, you will be able to identify which audience will be convenient to use for your campaigns.  In Kayzen you can create two different types of audiences: 1st Party Audience and Custom Audience.

1st Party Audience

A 1st party audience is an audience you create from pre-existing audience lists in your systems or other 3rd party tools you are using, like MMPs, CDPs or custom BI databases. You can create First Party Audiences on Kayzen via three different methods: File Upload, File URL, and API Call.

Steps To Create a First Party Audience

  1. Go to the Audience tab on the left side menu and click on Create New Audience.

  2. Select 1st Party Audience.

File Upload

  1. To create a 1st Party Audience via File Upload on Kayzen, obtain and collate user data from your internal systems (e.g., CRM or BI systems).

  2. Save the file in CSV format.

  3. You can upload the saved file by browse or by drag & drop option. You can upload multiple files in one audience. You can upload files up to 10 Mb.

  4. Click Create Audience to save your audience.

File URL

Generate a link to your audience file (e.g., Dropbox link or an Amazon server link) to add a bulk audience list. The original file should be in CSV format. Fill in the CSV File URL generated. You can click on Add another file URL to link multiple URLs in one audience.

The system will limit the processing to 100M devices per file. If there are more than 100M devices then kindly split the file and add the multiple URL's in the same audience.


  • Your audience URL will automatically get refreshed when you choose the Refresh Daily option. You can edit the user’s list at your end and Kayzen will update the audience URL once a day. 

  • If you want to understand when the uploaded file URL was last updated you can refer to the timestamp below the URLs.


Audience upload via API is defined in API Documentation.

Custom Audiences

Advertisers using Kayzen can build audiences based on in-app events sent via MMP integration or custom events API. These event combinations, along with other preferences such as frequency and recency enable you to segment users based on your specifications. The below guide will show you how to create Custom Audiences on Kayzen.

Steps To Create a New Custom Audience

  1. Go to the Audience tab on the left side panel and click on Create New Audience.

  2. Select the Custom Audience

  3. Enter the name of your new Custom Audience. To distinguish your new Custom Audience from others in your list of audiences, be sure to add a differentiating name during creation. Frequency refers to the number of times that each of the specified events has occurred.

  4. Select the event(s) to be included in your new Custom Audience. You can add multiple events and define their corresponding relationships (more details below).

  5. Recency refers to the number of days or range of days during which the user has performed specified events. Set the recency preferences of each event and click Create Audience.

Note: Recency with lifetime option is available only if you want to target all your app users. For example, when you want to blacklist all your app users from your currently running campaigns. This way you will not waste your impressions on such users in your user acquisition campaigns. Please contact your Programmatic Success Specialist if you want to enable recency to be a lifetime

Creating a New Audience With Two Events Selected

To segment audiences based on two events (such as “Add to Cart” and “Purchase”), click on the "+" button to add multiple events to your custom audience.


  • Be sure to select the correct relationship (AND vs OR) between events when creating custom audiences with multiple events.

  • AND: Users must have completed both events.

  • OR: Users must have completed either of the events.

Creating a New Audience While Excluding an Event

To remove certain users while segmenting audiences, click on the Exclude button to specify events to be excluded from your custom audience.


Types of Recency

  1. Between the Past “x-y” Days: Events will only be considered if they occurred in the specified range of days. For example, for events Between the Past “3-5” Days, Kayzen will consider events occurring 3, 4 and 5 days ago (with today being the first day).

  2. Older Than “x” Days: Events will only be considered if they occurred prior to the specified number of days. For example, for events Older Than “3” Days, Kayzen will consider events occurring 4 or more days ago (with today being the first day).

  3. Within the Past “x” Days: Events will only be considered if they occurred within a specified number of days. For example, for events Within the Past “3” Days, Kayzen will consider events occurring 1, 2, or 3 days ago (with today being the first day).


  • Custom Audiences are dynamically updated in real-time, so the recency settings will update the audience to only consider events occurring in the specified days.
    For the example above, when it becomes “tomorrow”, the events from what was previously the 3rd day will no longer be considered, as this is now 4 days ago.

  • Currently, Kayzen does NOT support the ability to edit Custom Audiences. In order to change an audience, you can create a new audience. Contact your Kayzen Programmatic Success Specialist for more details.

Creating a New Audience With Revenue

To create audiences based on revenue goal for any of your post install event like Purchase, Sale completed, First_registration etc. You can simply select Revenue in the custom audience and set numerical goals along with conditions like <, >, = and so on.

The custom audience logic will be considered on unique device, based on your.

For example:

1. There was 3 purchase events for your campaign on 3 different devices and you receive all 3 postbacks for the same. Let's say postback has this data for User Device ID, D1 with revenue $50, D2 with $100 and D3 with $200.

Now if you create a custom audience with a logic like revenue >= $50. In this case, the audience created will target all the three device_id D1, D2, D3

2. There was a unique user who does 3 purchases i.e User Device ID D1 makes 3 purchases and you receive 3 postbacks for the same with revenue $50, $100 and $200.

For instance if you create a custom audience with a logic like revenue >= $250. In this case audience will have 0 device, cos these is no purchase event from device D1 greater than $250

Using Revenue, Revenue_USD, Currency fields;

You can always customize postback templates with the integrated MMP Partner. However you can also choose in postback template to share either revenue value for the custom events along with respective currency or whole revenue in USD irrespective of currency.

Based on your implemented postback, you can create a custom audience at Kayzen based on revenue goals by selecting the revenue along with a specific currency or using revenue_usd directly.

For ex: Advertiser My App Android is running an App retargeting campaign in two geo’s US and Germany. Now he can customize to send revenue for purchase events for both geo’s in their local currency i.e., USD and Euro. Now if an advertiser wants to create two different audiences based on users who have purchased more than 100(USD/EURO). All he can do is create two custom audiences one by selecting revenue and currency in USD another one with revenue and currency in Euro.

Important Note: For audiences created with custom revenue logic, filter will consider a unique revenue value not aggregated or sum of total revenue for every unique device.

Audience Status

You can understand the status of your newly created audience (1st Party Audience or Custom Audience) or any edited audience (1st Party Audience) on the audience page or in the audience creation page. 

There are five statuses you will come across from the time you create any new/edit an audience. 

In the audience page, you will notice the Status column can change as per the actions made on your audiences.

In the audience edit page of 1st Party Audience along with user count, you will see last updated information and status. 


  • Your audience can be in failed status because of the following reasons:

           - The uploaded URL is invalid or the file is not available for processing.
           - The file is corrupted or in an invalid format.
           - There is a system issue in processing the device IDs in the file.

  • When a custom audience is in failed status you need to contact your Programmatic Success Specialist. 

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