What are Custom Web Traffic Audiences?
Custom Web Traffic Audiences let you build retargeting segments based on which pages of your website someone visited — not just that they visited your site at all.
Instead of a single "all website visitors" audience, you can create separate audiences for individual sections or pages of your site, each with its own URL matching rules and retention window.
Once set up, your audience starts collecting automatically when added to a live campaign and becomes available for targeting.
Step-by-Step: Creating a Custom Web Traffic Audience
1. Go to the Custom Audiences Page
Navigate to the Custom Audiences section of the platform.
Select the advertiser the audience will belong to.
Click New audience.
⚠️ If the advertiser doesn't have an active Page View pixel, you'll see a warning before proceeding.
2. Select "Web Traffic" as the Audience Type
3. Define Your URL Matching Pattern
Name your audience and set a URL matching rule using one of 8 available operators.
ℹ️ Each audience supports one URL rule. You can create up to 10 audiences per advertiser.
4. Set Audience Retention
Retention controls how long a visitor stays in your audience after being seen on a matching page. Default is 30 days.
5. Save Your Audience
Once your name is valid and a URL rule is set, click Save.
Your audience will appear in the list with a Created status.
Collection starts automatically once it's added to a live campaign.
Manage Your Audiences
Once your audiences are created, you can find them on the Custom Audiences page. Click Manage to see all your audiences, including their status and current size.
Editing an audience
You can edit an audience's name, URL matching pattern, and retention window at any time. However, keep in mind that changes to the URL pattern or retention window only apply to new visitors going forward — existing audience members are not affected and will remain until their retention window expires.
Deleting an audience
You can delete an audience using the delete action in the management table. Note that audiences used in a campaign cannot be deleted. Once deleted, the audience is immediately removed from all campaign targeting it was part of.
Audience Statuses
Each audience displays a status so you can track where it is in the collection lifecycle:
Status | Badge | Meaning |
Created | 🔵 Blue | Saved but not yet used in a live campaign. Visitor collection has not started. |
Populating | 🔵 Blue | Active in a live campaign and currently collecting matching visitors. |
No data | 🟠 Orange | Shown 24 hours after entering "Populating" if audience size is still zero. Usually means the pixel isn't firing correctly, or the URL pattern doesn't match any live pages. |
Active | 🟢 Green | In a delivering campaign (or recently active within the past 2 weeks) and has collected visitors. |
Inactive | ⚫ Grey | Not used in a delivering campaign for 2+ weeks. Reactivates automatically once added to a new live campaign. |
Using Your Audience in a Campaign
When setting up a campaign, custom web traffic audiences appear under the Web Audiences module.
Retargeting campaigns: Custom web traffic audiences can be used as an include target.
Non-retargeting campaigns: Custom web traffic audiences can only be used as an exclude.
Note that audience collection begins only once the campaign is live — there is no backfilled data.
Where to See Performance
Custom Web Traffic Audiences surface in all existing Vibe reporting tools.
Data appears in the Website Audiences reporting dimension.
Custom web traffic audiences are also available via the Vibe Reporting API.