> For the complete documentation index, see [llms.txt](https://help.branch.io/llms.txt).

# Audiences Overview (New)

> Use Audiences in Branch to group users by in-app behavior, location, and ad exposure, then share those groups with ad partners to re-engage lapsed users.

## Introduction

Use Audiences to run precise retargeting and re-engagement campaigns that win back lapsed users, increase purchases, and raise sessions per user. You define an audience with a set of rules based on past purchases, ad exposure, and in-app behavior. Branch then builds the audience and keeps it up to date.

You can share each audience with ad partners and agencies, or download it as a list of device IDs to add to campaigns on an ad platform.

To build your first audience, see [Create an Audience](https://help.branch.io/marketer-hub/create-audience-new.md).

![The Audiences page, listing audiences with their update frequency, user count, owner, collaborators, and status.](https://help.branch.io/img/audiences-1.png)

> **Attention**
>
> Branch's new experience is rolling out in phases. This article covers Audiences in [new Branch](https://help.branch.io/marketer-hub/new-branch-overview.md). Legacy Branch calls this feature Engagement Builder. If you use legacy Branch, see our [Engagement Builder](https://help.branch.io/marketer-hub/category/engagement-builder.md) documentation.

### Key terms

These terms appear throughout the Audiences articles.

| Term | Definition |
| --- | --- |
| Audience | A group of users that match a set of rules you define. Legacy Branch calls this an engagement group. |
| Rule | A condition that users must meet to join the audience, such as "Purchased in the last 30 days." Branch combines an audience's rules with AND logic, so users must meet every rule. |
| Update frequency | How often Branch rebuilds the audience. You set an audience to update **One time** or **Daily**. |
| Active audience | An audience that Branch is currently updating. Your plan limits how many audiences can be active at once. |
| Collaborator | An agency or team you share access to an audience with. |
| Reach | The number of users in an audience file. |

### Migration from legacy

Audiences is the new version of Engagement Builder, and some names changed. Use this table to compare terms.

| Legacy Branch | New Branch |
| --- | --- |
| Engagement Builder | Audiences |
| Engagement group | Audience |
| Engagement Manager table | Audiences page |
| Stop Engagement Group and Resume Engagement Group | Deactivate and Activate |
| Stopped (status) | Deactivated |
| Duplicate | Make a copy |

## Access

To use Audiences, you first need to:

1. Have Audiences enabled for your Branch account. To enable it, contact your account manager.
2. Integrate the Branch SDK into your mobile app ([iOS](https://help.branch.io/developer-hub/ios-sdk-overview.md) | [Android](https://help.branch.io/developer-hub/android-sdk-overview.md)) and [track events](https://help.branch.io/developer-hub/track-branch-events.md).
3. Have the **Engagement builder** permission in your Branch account. With **View access**, you can see audiences and download their files. With **Edit access**, you can also create and change audiences. To learn more, see [Default Access Levels, Users, Roles, and Permissions](https://help.branch.io/account-hub/default-access-levels-users-roles-permissions.md).

The first time you open Audiences, Branch asks you to accept the terms for Branch's ad network partners. Select **Agree and continue** to confirm that you'll comply with the terms of your agreements with those partners that apply to data generated by Audiences.

> **Caution**
>
> Ad platforms can limit how you use imported user data to create audiences. Review the agreements you have with your partners to make sure you understand and can follow their limitations and restrictions.

## Limitations

### iOS devices

Audiences produces lists of device identifiers for retargeting, so results for iOS depend on whether users opt in to sharing their device data through [Apple's AppTrackingTransparency framework](https://developer.apple.com/app-store/user-privacy-and-data-use/).

For more information on changes since iOS 14.5, see the [iOS 14 FAQs](https://help.branch.io/marketer-hub/category/ios-14-faqs.md).

### Data availability

Rule timeframes reach back up to 179 days. To learn more, see [Timeframe](https://help.branch.io/marketer-hub/create-audience-new.md#timeframe).

### Active audience limit

Your plan sets how many audiences can be active at once, either 10 or 100. The **Audiences** page shows how many you're using, for example "4 of 10 active audiences." When you reach your limit, [deactivate](https://help.branch.io/marketer-hub/manage-audiences-new.md#deactivate-or-activate-an-audience) an audience to create another.

### Ad partner interactions

Ad interactions from the following ad partners aren't eligible as signals for adding users to an audience with the **Clicked Adverts** and **Viewed Adverts** rules:

- Facebook (Meta)
- Pinterest
- Reddit
- Roku
- Samsung

## Learn more

- [Create an Audience (New)](https://help.branch.io/marketer-hub/create-audience-new.md)
- [Manage Audiences (New)](https://help.branch.io/marketer-hub/manage-audiences-new.md)

## FAQ

> **What is an audience?**
>
> An audience is a group of users who match rules you define, based on their in-app behavior, location, purchases, and ad exposure. You can download audiences or share them with ad partners to run re-engagement campaigns.

> **Is Audiences the same as Engagement Builder?**
>
> Audiences is the name for Engagement Builder in new Branch. Engagement groups are now called audiences.

> **How often does an audience update?**
>
> You choose **One time** or **Daily** when you create the audience. Branch builds a one-time audience once and rebuilds a daily audience every day.

> **Why can't I create another audience?**
>
> You may have reached your plan's limit of active audiences. Deactivate an audience you no longer need, then create the new one.

> **Who can access my audiences?**
>
> Teammates need the **Engagement builder** permission to see them. You can also give agencies and teams access to an individual audience as collaborators.