Creating Ready-to-Use Audiences

Once you’ve identified your key customer segments, the next step is putting them to work. RetentionX allows you to sync segments one-to-one with your marketing audiences across platforms such as Meta, Google, TikTok, or Pinterest.

This enables you to: 

• Target the audience directly in ad sets

• Exclude the audience from campaigns

• Use it as a source to create lookalike audiences

Sync Segments with Your Marketing Audiences

To create a new audience, navigate to Customer Segments → New Segment. Once the segment is created, click Create Audience and select the marketing platform where you want the segment to be created as an audience. Before doing this, make sure the relevant ad accounts are connected to RetentionX.

How Dynamic Segments Keep Audiences Up to Date

When a segment is created as a dynamic segment, it is recalculated automatically on a daily basis. This means customers are continuously added to or removed from the segment as soon as they meet or no longer meet the defined conditions.

The same logic applies to audiences created from that segment. Any change in the segment is automatically reflected in the connected marketing audiences. Customers who newly qualify for the segment are added to the audience, while customers who no longer qualify are removed. No manual updates are required.

This gives you precise control over who is being targeted at any given time and, as a result, more control over your marketing budget. You can be confident that campaigns only reach customers who are currently relevant, without the risk of continuing to spend on outdated audiences.

A common example is a re-engagement campaign for first-time buyers who are overdue for their second order. As long as the segment is dynamic, customers are automatically added when they become overdue based on their expected next order date. As soon as a customer places their next order, they leave the segment and are automatically removed from the audience, so they are no longer targeted. At the same time, newly overdue customers are added automatically. This ensures your campaigns stay efficient, even as customer behavior changes day by day.

Tracking Segment Development

Once you start working with segments, it’s important to measure their impact and understand how they evolve over time. Common metrics for evaluating segments include size and growth, profitability, engagement, and loyalty. RetentionX provides visibility into all of these dimensions.

In the segment overview, you'll find the Added Revenue metric. This shows how much revenue has been generated by customers belonging to the segment since the segment was created. Each night, before updating the segment, RetentionX evaluates how much revenue was generated by customers that day and attributes it to the segment accordingly. This allows you to track the direct monetary impact of working with your segments— and by extension, your audiences.



In addition, you can track how a segment develops over time. To do this, click on the segment row to open the detail page and navigate to Development. Once you select a metric, you can monitor how the segment evolves since creation.

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