This page reviews the options for Adobe Experience Cloud audience creation and gives general advice for common use cases.

Audience creation options

When creating an Adobe Experience Cloud audience, there are three options. Two of the options offer near real-time qualification, and the other is used for long-term behavior qualification.

When deciding how you should create an audience, you should consider the following questions:

  • What is your overall comfort level and experience with the interface?
  • What is the intended use of the audience?
  • What are the timing and portability requirements for this audience?

After considering the above, determine which of the following questions you're asking:

  • Is the person...
  • Did the person just...
  • Has the person recently...

The following table indicates where the audience should be created based on the above question.

Target AAM/Audience Analytics
IS the person... Did the person just... Has the person recently...


Solution audiences

Solution audiences are still the quickest way to action upon profile data. If you are asking questions like "Is the person a new or returning visitor?" or "Is the person using a mobile device?", creating your audience inside the solution will give you the fastest way to action on this data.

Real-time audiences (Audience Library / Audience Manager)

A real-time audience can be created in either the Audience Library interface or the Audience Manager interface (assuming you have the Audience Manager entitlement). These audiences are best used to answer questions around "Did the person just...". Example questions that real-time audiences are best used to answer might be "Did the person just add something to his cart?" or "Did the person just finish an application form?".

Audience Library

Audience Library audiences are best for:

  • Audiences based on eVars or events for next page targeting scenarios
  • Combinations of audiences shared from different solutions (composite audiences)


Composite audience latency is equal to the latency of the slowest audiences used in the composite audience.

Audience Manager

Audience Manager audiences are best for

  • Combinations of first-, second-, and third-party signals
    • CRM data
    • Partner data
    • Matching services
  • External syndication (sending audiences outside the Experience Cloud)
  • Algorithmic modeling


When using third-party data with Audience Manager, some scenarios may allow you to action on a visitor on the first page of the first visit rather than the general next page rule. To learn more, contact your Adobe representative.

Historical audiences (Analytics shared segment)

Since historical audiences are subject to a 24-48 hour latency starting at the time of qualification, they are best used to answer questions around recent behavior. If you are asking questions like "Has the person recently abandoned my site?" or "Has the person searched or viewed a product within the last few days?", historical audiences is your best option.


Analytics shared audiences are best for:

  • Advanced segmentation or optimization for returning or infrequent visitors
  • Audiences that are not time sensitive (up to a 48-hour delay)
  • Audiences requiring conditions that other solutions either can't do or are more difficult to do
    • Post-processing variables
    • Processing rule based
    • Complex pathing based


An overview of the pros and cons, latency conditions, customer attributes eligibility, and limits is outlined in the table below:

Audience Creation Options

  Adobe Target Experience Cloud Audiences Adobe Audience Manager Adobe Analytics
(including Ad Hoc)

Immediate response, Familiar workflow

Fastest and easiest way to use eVars or events directly from the page External syndication, advanced segmentation capabilities Advanced segmentation capability, A4T reporting audiences
Cons May require profile scripting Limited segmentation capability Can require page code updates Data export/ingestion to Experience Cloud is slow
Timing Immediate Next Page Next Page 24-48 hour delay
Customer Attributes Yes No No Yes
Hard Limits Destintations limited to Adobe Target and AEM Desitnations limited to Experience Cloud solutions (Target, AEM, AMO, Campaign) None Limited to 20 active audiences


This article does not cover every use case and is meant to give general guidance for creating Experience Cloud audiences. If you have questions about any of this content or Experience Cloud audiences in general, visit the community forums.

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