relevant products:
  • Optimizely X Web Experimentation
  • Optimizely X Web Personalization

This article will help you:
  • Determine which visitors can be included in an experiment based on certain qualities about them
  • Create new audiences in Optimizely X or add existing ones to your experiments

Audiences help you show your experiment to a specific group of visitors, based on conditions that you specify. For example, you might want your experiment to target visitors who've seen a specific AdWords campaign. Or you might show an experiment to visitors on mobile devices only. 


For example, you can include or exclude visitors who:

  • use certain browsers or devices
  • come from certain sources (like an AdWords campaign, a Google search, or a Facebook ad)
  • have certain cookies
  • visit your page with certain query parameters (like ?member=true)
  • visit from certain areas or speak certain languages
  • visit at certain times or days
  • meet virtually any condition that you set

Visitors who don't meet your audience conditions won't be included in the experiment. Instead, they will see your original page. They also won't be included in the experiment's count of unique visitors on the Results page.

Most default audience conditions aren't "sticky." This means Optimizely will check those conditions each time a visitor loads the page where your experiment is running. The only exceptions are the Ad campaigns and New vs. Returning Visitor audience conditions.

If you're running multiple experiments and want to make sure your visitors only see one of them, check out this article on simultaneous testing and mutually exclusive experiments.

For a quick explanation and demonstration of how audiences work, check out this video:


We have a separate article with use cases and ideas for audiences, and more detail on each Audience condition that you can use in your experiments.


Audiences determine who can see the experiment. If you want to control where on your site the experiment will run, use URL targeting

To create an audience, check out this article.