Audiences & channels

1. Install the tracking tag on your website. Audiences build themselves from your visitors.
2. Open your business, then Audiences. Five built-in visitor segments fill on their own.
3. Review Profile reach: who Autopilot plans to show ads to for each buyer type. Nothing to assemble.
4. Optional: open Customize to pin an interest or demographic filter you always want included.
5. Leave Audience sync on so ad platforms can target your segments.

1. Within a day of installing the tag, the built-in segments show member counts instead of zero.
2. Profile reach shows a plan for each buyer type, and once a campaign is live, each card also shows what is actually serving.

If segments stay empty, re-check the tag install on the Tracking guide.

Once the tracking tag is installed, Waverunner continuously resolves visitors into people and households and sorts them into visitor segments. Audiences are per website: if you advertise more than one business, each site gets its own segments, synced lists, and customer seeds; visitors from different sites never blend. Manage them under Tracking for each business site. Five segments are built in for every website:

• All visitors (30 days)
• Engaged: two or more visits (30 days)
• High intent, not converted: pricing/cart/checkout pages (30 days)
• Converters (180 days)
• Leads (180 days)

You can also build custom segments from simple rules (pages visited, events fired, purchase value, visit counts) on Website audiences. Open Who visits on the Audiences tab to see the built-in list and the custom builder; Profile reach stays the default view. Membership updates nightly and whenever you refresh a segment. Segments power converter exclusion, optional platform sync, and automatic win-back. They are not assigned as Meta/Google prospecting audiences.

Waverunner also watches each website's traffic for behavioral patterns worth acting on (cart abandoners, repeat window shoppers, big spenders, recent customers, and lapsed buyers) and proposes them as suggested audiences on Website audiences, each with its live population. Accepting one creates a managed segment with exactly that rule (it keeps updating nightly like any other segment); dismissing it hides that suggestion for that website for good. Suggested audiences are computed with the same evaluator as real segments, so the number on the card is the segment's day-one membership.

On Website audiences, Profile reach is the default view: Autopilot's per-persona reach plan (interest segments and demographic filters from each persona's Reach), plus any Customize guides you always include, and what is already serving on live campaigns. When campaigns have run, each persona card also shows that persona's ad delivery and tracked conversions. It is the plan Autopilot will copy into the next launch — not an estimated audience size. Segment labels use readable catalog names (with category context when a leaf code would be opaque). Tap a segment for path, reach, and data fee. Only guides you always include show a Your pick badge. Autopilot keeps optimizing live campaigns on its own. You observe first; you do not assemble prospecting buy plans from a blank slate.

Autopilot only plans interest audiences that can serve on Mobile web at a reasonable data fee. TV-inventory-only packs and unusually expensive marketplace segments are skipped so budget stays on delivery, not data fees.

Customize is optional. Profile reach above already shows what Autopilot plans. Open Customize only when you want guides that must always be included on the next launch. Unlock audience controls (you'll confirm first) only when you are ready to always include, remove, or pause. You can browse Suggested and Search while locked.

• Interest audiences: topics and hobbies people care about (for example pickup-truck intenders). Suggested rows are optional, not a to-do list: rows already in Profile reach are planned anyway; Always include pins them so Autopilot cannot drop them. You can also search the catalog. Autopilot still fills the rest and may replace other segments on live campaigns. TV-only packs and interest segments with a data fee over $3 per 1,000 views are not offered.
• Demographic filters: age, income, gender, education, and similar. They work the same way: suggestions are optional, and Always include pins a filter so Autopilot keeps it (Suggested, browse by type, or search). These narrow everyone already targeted (they do not replace interest audiences). Only broad, affordable filters are offered (at least 1M people, data fee at most $3 per 1,000 views). Always-included guides are protected on live campaigns.

On live campaigns, Autopilot optimizes interest segments daily: it retires weak ones, promotes backups that are waiting, and finds new backups when the list runs low. When delivery stalls, it can also swap demographic filters (at most once per campaign per day), updating targeting on mobile web. Campaign setup and the draft campaign page preview next-launch targeting with a link to guide Autopilot on Website audiences.

Google, Meta, and other selected channels use campaign reach (and Audience boost uses customer seeds), not interest guides or demographic filters. Some interest audiences and demographic filters carry an audience data fee (shown as list rates, e.g. $1.50 per 1,000 views). Reporting shows a typical list-rate mix for the interest and demographic filters on an audience (not stacking every selected filter on every view). That cost comes out of your daily budget; your wallet is never charged a separate fee. Campaign reporting shows cost per 1,000 views as all-in measured spend, with a breakout of media vs audiences (list rates) when fees apply.

Audience sync is on by default. It pushes your segments to the ad platforms so campaigns can target them: Google (Customer Match), Meta (custom audiences), and TV & Display (household matching). It also shares Meta, TikTok, and Reddit ad exposure events so those channels can build campaign reach audiences. You can turn it off in Tracking anytime. Launch blocks Meta / TikTok / Reddit if you have turned sync off.

• Emails are sent only as SHA-256 hashes, per each platform's specification, never as raw addresses.
• When someone leaves a segment, they are removed from the platform audience on the next sync.
• Turning sync off stops all uploads immediately; segments keep computing locally. Mobile web, mobile apps, TV, and Google Ads can still run without sync; Meta, TikTok, and Reddit reach pools stay empty.

As campaigns deliver, each channel keeps a campaign reach audience used for Preparing and Live on that channel. The campaign page's Channels & delivery card shows each channel moving from Preparing (gathering early results), to Starting (setting up or beginning to serve), to Live (steady serving). Progress is about readiness for delivery, not a public recipe for how channels are wired.

Multichannel campaigns run under one daily budget. Each persona delivers on Mobile web and TV (live open inventory today), plus Google, Meta, and other selected channels as they move from Preparing, to Starting, to Live. Creative on those channels stays conversion-stage (the offer, not the hook) and excludes people who already converted by default.

Optional Audience boost reaches people similar to your imported customers when you turn it on for a campaign. When you accept a cart-abandoner or win-back suggested audience, campaigns for that website can additionally run a bounded win-back path on mobile web and TV: a small slice of the same daily budget serving the offer to people who reached your site but didn't buy (past customers excluded). Every automatic decision is recorded in Change History on the campaign page (Targeting also shows recent audience changes).