> For the complete documentation index, see [llms.txt](https://docs.churned.io/churned-docs/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.churned.io/churned-docs/build-audiences.md).

# Build audiences

Turn health levels and segments into groups of customers that need the same treatment

An **audience** is a dynamic group of customers defined by filters on their scores, segments, value, lifecycle and behaviour. Audiences are re-evaluated on every run, can be reused in workflows, reports and integrations, and are the unit the Co-pilot learns on. This is step 2 of the [Churned journey](/churned-docs/getting-started-with-churned/the-churned-journey.md): health tells you *who is at risk*, audiences decide *who gets treated together*.

## Three ways to get an audience

* **Describe it.** The [Audience builder](/churned-docs/build-audiences/audiences.md#audience-builder) turns a plain-language sentence into filters, counts the result and lets you refine or save it.
* **Pick a suggestion.** [Suggested for you](/churned-docs/build-audiences/audiences.md#suggested-for-you) shows starter audiences generated from your own data by the [audience clustering model](/churned-docs/models/audience-clustering-model.md), each with a category: Retention, Reactivation, Upsell or Engagement.
* **Build it from filters.** The editor combines filters in AND groups joined by OR, with select, range and date filter types. See [Creating and editing with filters](/churned-docs/build-audiences/audiences.md#creating-and-editing-with-filters).

The [Audiences](/churned-docs/build-audiences/audiences.md) page explains the interface in full, including the list columns, the workflow status and locked audiences.

## Where the conditions come from

| Condition type                                                                          | Defined by                          | Reference                                                                                                                |
| --------------------------------------------------------------------------------------- | ----------------------------------- | ------------------------------------------------------------------------------------------------------------------------ |
| Health Level, Health Score, Health Trend, Risk Level, Risk Score, health change drivers | Health scoring model                | [Health, risk and engagement scores](/churned-docs/metrics-and-definitions/metrics/health-risk-and-engagement-scores.md) |
| Engagement                                                                              | Engagement model                    | [Engagement score](/churned-docs/metrics-and-definitions/metrics/health-risk-and-engagement-scores.md#engagement-score)  |
| Segment, Segment Previous                                                               | RFM and RFV models                  | [RFM model and one-off metrics](/churned-docs/metrics-and-definitions/metrics/rfm-model-and-one-off-metrics.md)          |
| Reactivation Potential, Reactivation Score                                              | Reactivation model                  | [Reactivation model](/churned-docs/models/reactivation-model.md)                                                         |
| Sentiment Score, NPS counts                                                             | Sentiment model and surveys         | [Sentiment model](/churned-docs/models/sentiment-model.md)                                                               |
| Active, Months Active, renewal dates, Plan, ARR, MRR, CLV, Tags, custom properties      | Your subscription and customer data | [Definitions](/churned-docs/metrics-and-definitions/definitions.md)                                                      |

## Per vertical

* **B2B SaaS**: audiences usually combine health level with ARR (key accounts first) and with product usage from the RFV segments of the users in an account.
* **B2C subscriptions**: health level plus tenure and renewal date drive retention audiences; one-off RFM segments drive upsell and cross-sell audiences.
* **E-commerce**: audiences are RFM segments and their transitions, for example customers who moved from *Loyalist* to *Need Attention* this week.
* **NGOs**: structural donors use health levels; non-structural donors use RFM segments; the typical upgrade audience is frequent one-off donors (Loyalist, Potential Loyalist) without an agreement.

## Next step

Once an audience exists, use **Create** in its Workflow column or build one in the [Workflow builder](/churned-docs/automate-with-workflows/workflow-builder.md). See [Automate with workflows](/churned-docs/automate-with-workflows.md).