Personas in the Agility Platform allow you to build a refined target profile by layering multiple audiences together. A Persona represents your ideal customer more accurately than any single audience can, helping ensure your ads reach the people most likely to convert.
Whether you are combining behavioral segments, first-party data, or location-based audiences, Personas enable precise targeting for better performance and smarter spend.
What is a Persona? A Persona is a detailed profile of your target buyer, created by combining multiple audiences. This layering process sharpens your targeting strategy by narrowing the audience to users who meet all your specified criteria.
How to Build a Persona
Follow these steps to create and apply a Persona within the Agility Platform:
1. Open the Persona Builder
Navigate to the Persona tab on the left-hand menu of your dashboard
Click + Persona to begin creating a new customer profile
2. Name and Describe Your Persona
Enter a name and description to help you and your team identify the Persona’s intent or target characteristics
3. Select an Initial Audience
Choose your desired audiences to layer. This could be based on demographics, online behaviors, geolocation, or another category.
Learn more about Audience Types
Tip: You can add more audiences later if desired
4. Create the Persona
Click Create Persona to further adjust your persona
5. Layer Additional Audiences (Optional)
In the builder, you can add more audiences to refine your Persona
Personas use AND logic, meaning the user must exist in all selected audiences to qualify. Adding more audiences results in a smaller, highly refined persona. Adding fewer audiences will result in a broader persona.
6. Include or Exclude Audiences
For each added audience, choose to Include or Exclude it
"AND" means the audience will be included in the persona
"AND NOT" means the audience will be excluded from the persona
For example: you might include your demographic audience but exclude users in your website audience
7. Apply the Persona to an Ad Group
Once you finalize your audience layering and inclusion or exclusion rules, your Persona is ready
Apply it directly to the desired Ad Group for targeting
How to Create a New Ad Group
Important Notes
Foot Traffic Conversions Require Geofenced Audiences
If you want to track foot traffic conversions, your Persona can only include geofenced audiences. Personas that contain non-geofenced audiences will not be able to track foot traffic conversions.