Audience Creation

Create your 1st party or custom audience

Nived Lal avatar
Written by Nived Lal
Updated over a week ago

Last Updated: March, 2024


This article will walk you through the steps of creating different audience types for your campaigns. You will gain insight into how to whitelist or blacklist audiences according to your campaign preferences, and how to identify the most suitable audience for your requirements. Our platform provides two audience options: 1st Party and Custom.

1st Party Audience

A 1st party audience refers to an audience that you build using existing audience lists from your systems or third-party tools such as MMPs, CDPs, or custom BI databases. At Kayzen, you can create 1st party audiences using 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 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.

Note: that the system can process a maximum of 100 million devices per file. If your file contains more than 100 million devices, please split the file and add multiple URLs to the same audience.

Points to note for Amazon S3 URLs with access and secret keys:

  1. Ensure that "GetObjectAttributes" permissions are enabled for the file on Amazon S3.

  2. The file must always be in .csv format, and the file extension (i.e., .csv) should be in lowercase.

  3. Use Amazon S3 URLs in the format: ""

  4. Ensure that the bucket name follows the convention of using hyphens, for example, s3://kayzen-FPA/tier1_country/lite_country.csv.

Points to note for Gdrive and Dropbox links:

When utilizing Google Drive or Dropbox to share files, it’s imperative to ensure that your links are accessible and enable direct downloads. Follow below steps to facilitate a smooth integration of your files into our system for audience creation:

  1. Gdrive

    1. Files that you UPLOAD to Google Drive should use the following permissions to share: "Public on the web" or "Anyone with the link". Use this tool to create URL which will directly download the file as soon as we hit the URL in the browser. Downloadable URL is to be used in the UI for creating audiences.

  2. DropBox

    1. Initially, a Dropbox shareable link might look something like this

    2. To convert this into a direct download link, simply change the last digit in the URL from ‘0’ to ‘1’. Here’s how the modified link should appear:


  • 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.

  • Authorize Access: Strengthen data privacy measures by utilizing Amazon S3, Dropbox, or another third-party vendor's file URLs, incorporating both access and secret keys or passwords. This guarantees the confidentiality of advertiser data, preventing public access.

  • 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

Kayzen allows advertisers to create audiences based on in-app events sent through MMP integration or custom events API. By combining these events with other preferences such as frequency and recency, you can segment users according to your specific criteria. The following guide will illustrate 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 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.

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 based on unique device and will be tailored according to your specifications.

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.

By utilizing the implemented postback, you can generate a custom audience on Kayzen that is based on revenue objectives. You can achieve this by selecting the revenue amount and corresponding currency or by utilizing the revenue_usd directly.

For instance, let's consider an example where an advertiser, "My App Android," runs an app retargeting campaign in two different regions, the US and Germany. In this scenario, the advertiser can choose to send revenue for purchase events in the local currency for each of these regions, i.e., USD and Euro. If the advertiser wants to create two separate audiences based on users who have purchased more than 100 USD/EUR, they can do so by creating two custom audiences - one by selecting revenue and currency in USD and the other by selecting revenue and currency in Euros.

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.


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.

Audience Status

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

There are five statuses that you may encounter from the time you create or 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.

Audience History

We have enhanced the Audience functionality to show the audience history and the number of users added or removed per day for easy analysis. You can learn more about the key features of Audience history in Audience History Release Notes

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