The Audiences list is where you find out which audiences you actually have, how big each one is, and which campaigns depend on them. It is also where the four unlabelled icons on each row live, one of which deletes an audience.
Where to find it
Open Profiles in the left menu and select Audiences. Every audience on the account is listed, one per row.
What each column shows
Title: the audience name, followed by the property it belongs to
Categories: the categories on the audience, or None
Campaigns: the campaigns using this audience, listed by name with their type in front, (Journey) or (Broadcast). This is a list of names, not a count, so a row can be several lines tall
Customer Matches: how many guests matched the audience when it was last calculated, with a Reach button beside it
Reservations (Last 30 Days): reservations in the last 30 days from guests in the audience
The Campaigns column is the one to read before changing anything. An audience with five Journeys against it is load-bearing, and editing its filters changes who those five campaigns reach.
Customer Matches is a stored number, Reach recalculates it
Customer Matches shows the figure from the last time the audience was calculated, not the figure right now. Select Reach on the row to recalculate it.
That matters when an audience has not been touched for weeks: guests have checked in and out since, so the stored number can be well out of date. If you are deciding whether an audience is worth a campaign, select Reach first.
Reach is the same idea as Load preview inside the audience editor. The list calls it Reach; the editor calls it Load preview. For what sits behind the number, see Reading the insights panel while building an audience.
The four row icons
Hover a row and four circular icon buttons appear at the right-hand end. They are hidden until you hover, and none of them has a label or a tooltip, so they can only be told apart by order and shape. Left to right:
Pencil and square opens the audience for editing
Eye opens it to view
Two overlapping squares duplicates it
Bin deletes it, or a padlock if it cannot be deleted
The third icon is the one meant by "the duplicate icon" in Duplicate an audience.
Why an audience sometimes cannot be deleted
An audience being used by an active campaign cannot be deleted. On those rows the fourth icon is a padlock rather than a bin, and it does nothing when selected. There is no tooltip and no message explaining it, so the padlock is the only signal you get.
Read the Campaigns column to see what is holding it. Note that a campaign appearing there is not enough on its own: what locks the audience is a campaign that is currently active, so an audience whose campaigns have all finished or were never published still shows a bin.
To delete a locked audience, stop or remove the active campaigns using it first, then come back to the row.
Finding an audience
Above the list are the filters, all of which combine:
ID and Title, both free text
Property, Categories and Usage, all dropdowns
Reset clears them all
Usage is the useful one and its label is misleading. It reads Usage: All Audiences until you set it, and its two options are In Use and Not In Use, meaning whether the audience has a campaign against it. Select an option and then Done to apply. Not In Use is how you find the audiences nobody depends on, which is where any tidying-up should start.
Categories shows Empty if nobody has created a category yet, which is the state most accounts are in. Categories are set in the audience editor, in the Categories field.
Refresh reloads the list. + creates a new audience. At the foot of the list are the page-size selector, offering 6, 12, 24, 48 or 96 rows, the page counter, and buttons for first, previous, next and last page.
What this does not do
It does not tell you the numbers are stale. Customer Matches looks the same whether it was calculated an hour or three months ago. Only Reach tells you.
It does not explain the padlock. A locked row tells you nothing about which campaign is holding it, so you have to read the Campaigns column yourself.
It does not label the row actions. Delete sits one position along from duplicate, with nothing to distinguish them but the icon.
It does not confirm what Reservations (Last 30 Days) counts. It is a second, differently scoped figure alongside Customer Matches, and the two are not comparable.
What to do next
If two audiences on the same account offer different filters, the reason is the app each one is set to. See The App selector on an audience.
See Audiences for how filters combine and an index of where each one is documented, and Duplicate an audience before editing one that a campaign is using.
Getting help
Open Help at the bottom of the left menu and choose Talk to us. Give us the audience title exactly as it appears in the Title column, including the property name after it, because audiences on multi-property accounts are frequently named identically across properties.