Overview: All options for creating an audience

Location, behavior, URL parameters, time, device, and more. Here's a list of all options to group your visitors into audiences.

With Unless, you can segment visitors into audiences and create a personalized experience per audience. Next to suggested audiences which are based on Unless' machine learning algorithms, you can create your own, custom audiences. For this, you can choose from 30+ data points. Here's a list of all available options.


  • Country
  • Region code (state or province)
  • Trade region (OPEC, EU etc.)
  • City
  • Zip code
  • IP address
  • Currency

Learn more abour location-based audiences.


  • Date range
  • Time range
  • Day of week

Learn more about time-based audiences.


  • Browser
  • Browser language
  • Operating system
  • Device type (desktop, tablet, mobile)
  • Viewport size

Learn more about device-based audiences.


  • Current weather (rainy, sunny etc.)
  • Temperature
  • Wind speed
  • Wind gust

Learn more about weather-based audiences.


  • Page referrer (e.g. facebook, nyt.com etc.)
  • Current page (→ the page the visitor is currently viewing)
  • Landing page (→ the page through which a visitor entered your website)
  • Current domain
  • Returning visitor (vs. new visitor)
  • Cookie (listens to a custom cookie)
  • Event (can be triggered using a Javascript call: Txt.trackEvent('event_name');)
  • Audience (used to nest audiences → useful for combining custom audiences with suggested audiences)

Learn more about behavior-based audiences.


  • UTM source (e.g. ?utm_source=facebook)
  • UTM medium (e.g. ?utm_medium=email)
  • UTM campaign (e.g. ?utm_campaign=christmas)
  • UTM content (e.g. ?utm_content=christmas-mailing)
  • UTM term (e.g. ?utm_term=christmas-sweater)
  • Query string parameter (e.g. ?name=Sander).
  • Hash value (e.g. /pricing#features)

Learn more about parameter-based audiences.

Frequently asked questions