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You can narrow the target audience of a modification by using segments and affinity groups.

You can use only segments, only affinity groups, or both. If you use neither, the modification targets all visitors no matter how they are segmented or to which affinity groups they belong. If you use both segments and affinity groups, a visitor must be both accordingly segmented and belong to the selected affinity groups to receive the modification.

Besides segments and affinity groups, you also have other options for defining the target audience, including:

  • Deciles
  • Devices

For more information about these options, see Defining advanced modification settings.

For more information about targeting a modification, see:

Targeting with segments

Select the segments that you want to include in or exclude from the target audience. You can define a single selection of segments to which to target the modification, a single selection to which to not target the modification, or a combination of selections.

Selecting the segments

To define the target audience using segments:

  1. In the Basic settings view, in the Targeting section, click Define targeting.

    Selecting the segments

  2. In the Segments section, click Select segments.

    Selecting the segments

  3. Select one or more existing segments, or create and select a new segment by clicking Create segment. For instructions on how to create a segment, see Creating and editing a segment.

    Selecting the segments

  4. At the bottom of the view, click Select.
  5. Define whether the selected segments are included in the target audience (is) or excluded from the target audience (is not).

    Selecting the segments

  6. Optionally, to define another segment selection, click Select more segments, and repeat from step 3. You can define as many selections as you need.

    The selections apply together. In other words, for a visitor to receive the modification, the visitor must be segmented so that every selection applies to them.

    Selecting the segments

  7. When you're done, at the bottom of the view, click Save.

Changing the selected segments

To change the selected segments:

  1. In the Basic settings view, in the Targeting section, click Define targeting.
  2. To modify a segment selection:
    1. In the Segments section, click Change segments for the selection.

      Changing the selected segments

    2. Select or deselect existing segments, or create and select a new segment by clicking Create segment. For instructions on how to create a segment, see Creating and editing a segment.
    3. At the bottom of the view, click Select.
  3. To remove a segment selection, click  for the selection.

    Changing the selected segments

  4. To remove a segment from a segment selection, click for the segment. If you remove the only segment of a selection, saving the targeting settings removes the empty selection.

    Changing the selected segments
  5. When you're done, at the bottom of the view, click Save.

Targeting with affinity groups

Select the affinity groups that you want to include in the target audience. You can define a single selection of affinity groups to which to target the modification, or you can define a combination of selections.

Selecting the affinity groups

To define the target audience using affinity groups:

  1. In the Basic settings view, in the Targeting section, click Define targeting.

    Selecting the affinity groups

  2. In the Affinity groups section, click Select affinity groups.

    Selecting the affinity groups

  3. Select one or more affinity groups.

    Selecting the affinity groups

  4. At the bottom of the view, click Select.
  5. Optionally, to define another affinity group selection, click Select more affinity groups, and repeat from step 3. You can define as many selections as you need.

    The selections apply together. In other words, for a visitor to receive the modification, the visitor's affinity groups must match every selection.

    Selecting the affinity groups

  6. When you're done, at the bottom of the view, click Save.

Changing the selected affinity groups

To change the selected affinity groups:

  1. In the Basic settings view, in the Targeting section, click Define targeting.
  2. To modify an affinity group selection:
    1. In the Affinity groups section, click Change affinity groups for the selection.

      Changing the selected affinity groups

    2. Select or deselect affinity groups.
    3. At the bottom of the view, click Select.
  3. To remove an affinity group selection, click for the selection.

    Changing the selected affinity groups

  4. To remove an affinity group from an affinity group selection, click for the group. If you remove the only affinity group of a selection, saving the targeting settings removes the empty selection.

    Changing the selected affinity groups
  5. When you're done, at the bottom of the view, click Save.