Audiences & channels

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. 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 audienceson 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 pin, and what is already serving on live campaigns. 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 pins you choose 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 pins 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 to pin guides that must always be included on the next launch. Unlock audience controls (you'll confirm first) only when you are ready to pin, 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 pins, not a to-do list: rows already in Profile reach are planned without pinning; Pin upgrades them to always-include guides. 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. Same optional-pin model (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). Pinned guides are protected on live campaigns.

On live campaigns, Autopilot optimizes interest segments daily: retires weak lines, promotes reserves from the bench, and refills reserves when the bench runs dry. 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). 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.

Turning on audience syncpushes your segments to the ad platforms so campaigns can target them: Google (Customer Match), Meta (custom audiences), and TV & Display (household matching). Everything is consent-gated:

• 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.

As campaigns deliver, each channel keeps a campaign reach audienceused 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).