How Do I Build Audience Segments From Mobile App Activity

App Activity Audience segments are available for Programmatic Channels (Display, Video, Native, CTV/OTT) only. 

Creating an audience segment based on users' mobile app activities is a great way to target those who have already interacted with the app (e.g. installed the app, opened the app, purchased something within the app, etc.), or are most likely to take your desired actions.

In XPO, these are considered as first-party audience segments and are tracked by a third-party vendor based on their app activity.

Instructions

1. From your Partner Dashboard, go to the menu bar and click Utility > Trafficking. 
   
2. You will be directed to the XPO Admin Dashboard. Go to the menu bar and click Account > Account Info.
   
   
   
   
3. Now, from your Manage Account dashboard, scroll down to Account Settings. Navigate to Mobile App settings, and select Android and/or iOS. 
   
   
4. Click on the Here button to search for the app you wish to add based on name or industry. Checkmark the ones from the dropdown list. Once complete, click Use selected mobile apps, then Save in Account Settings.
   
   
   
   
   Watch the video below for further guidance.
   
   
   
   
5. After configuring your Account Mobile App settings, go to the account dashboard, and create an audience segment. Learn how to create a First-Party Audience Segment.
   
   Under Select Audience Type, click First Party > App Activity Audience.
   
   
   
   
6. Next, select the Rule Groups for your segment. All apps (or one app) included by you in step 3 will be shown on this dashboard.
   
   It is mandatory to include at least one rule in your audience segment.
   
   
   • You can include people who meet ANY or ALL of your rule criteria
   • You can select one rule at a time (Anyone who opened the app, Anyone who made a purchase within the app, Anyone who installs the app, Anyone who installed the app but didn't purchase)
   • You can choose to exclude any rule from the segment as well
     
     
     
     
7. Click Save to finish creating your new audience segment. The segment will be saved in your Audience dashboard under First-Party Audience. Now, you can use this segment for your ad group targeting. 
   
   From the Audience dashboard, you can view the Audience Size and Look-Back Window (the time span that corresponds to stored audience data).
   
   Mobile App Activity Audience cannot be set up without completing steps 1-3. Any changes/edits made to the apps in the account settings will reflect in your audience segment.

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• You can Edit, Archive, and/or create a Lookalike audience for this segment.
  
  
  
  
• If you archive this audience segment, it will no longer be visible in the Audience dashboard and cannot be linked to an ad group.
  
  
  
• If you have enabled sharing the audience in your account settings, you can share your app activity audience.