Step 2: Create your first custom Retargeting Audience

Once your tag is installed, it's time to create Retargeting Audiences. A Retargeting Audience is a "slice" of your web site visitors based on what pages they visited on your site. Using the Perfect Audience segmenting tools, you can quickly make dozens of Audiences for any grouping of users you can think of.

By default, we create one Audience when you join, for "All Visitors" to your site. For this Quickstart guide, we're going to walk through making another Audience, one that contains people who sign up for your service or product.

With these two Audiences, you can later create a campaign that targets everyone who visits your web site (Audience one) MINUS everyone who's signed up for your service (Audience two).

In your "Manage" menu, 
click Create Audience.

Give the Audience a name.
We'll call it "Sign Ups" for this example.

Select a Retargeting Type.
On my site, everyone who signs up for a free trial is sent to a page with a URL of "/user/signedup" after signing up. So, I use the "Path" method, and I type in "/user/signedup".

When the visitor goes to that page, they will be added to
this Audience as someone who signed up for a free trial.

Click the "Create Audience" button to save it. Now I've got two retargeting audiences.

A note about wildcards: Our Audience creation tool is very literal. If you create an Audience that tracks people who visit the path "/campaigns/", then it will cookie only people who visit "". If the user visits "" (notice the lack of trailing backslash), the user WILL NOT be cookied. 

For these reasons, we provide a wildcard symbol "*", that you can add to the end of a path to include all paths to the right of a specified path. For instance "/campaigns*" would cookie anyone who visits "/campaigns" OR "/campaigns/" OR even "/campaigns/2342". For this reason, you should be using wildcards a lot in your retargeting Audiences to make sure you include the people you want to include. Notice that the default "All Visitors" Audience uses "/*" in its settings. That's because the wildcard ensures that anyone who visits any path on the site will be cookied.

If you have questions, email

Ready for more?  Check out step 3.

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