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.
Ways to Create a Persona
You have four options for creating personas in the Agility platform:
AI-Assisted Creation
Use our guided AI chat flow to generate a Persona by answering a few simple prompts. The AI will walk you through the process and help define your ideal customer profile.
→ Learn MorePersona Clusters
Automatically generate recommended Personas based on social media handles. This option analyzes publicly available insights to suggest high-value audience combinations.
→ Learn MorePersona Templates
Browse pre-built personas crafted by the Agility team. Copy a template and tailor it to represent your ideal customer profile.
→ Learn MoreQuick Create (Manual Process)
Build a Persona by layering audiences yourself. This article will cover the Quick Create process in detail.
Quick Create: How to Build a Persona
Follow these steps to create and target a persona in the Agility platform.
1. Prepare your Audiences
Make sure you have generated the audiences you plan to use.
If you have not created them yet, do that first.
2. Open the Builder to Create a Persona
Go to the Persona tab in the left menu.
Select Create Persona and choose Quick Create.
Name the persona, then click Create Persona.
3. Add your First Core Attribute
Click + Core and add your first audience layer.
This audience becomes a Core Attribute and forms the foundation of the persona.
You need at least one core attribute. Variant attributes are optional.
You can choose any audience type to layer into your persona.
4. Layer Additional Audiences
Add more audiences to refine the persona.
For each new audience, choose:
Core Attribute → The foundational requirement. Users must be included in all core audiences to qualify.
Variant Attribute → optional traits you want to test.
5. Include or Exclude
Select whether to include or exclude each core audience. At least one core audience must be included.
AND (Include): Sets the audience as required criteria. Users must be in this audience to qualify.
AND NOT (Exclude): Sets the audience as exclusion criteria. Users in this audience will not qualify.
Example: Include a demographic audience and exclude a CRM audience if you wish to not target existing customers.
6. Update Persona Details
Click Edit Persona in the top right of the persona view.
From here, you can add more detail to bring your persona to life, including:
Uploading a profile image
Editing the persona description
Defining social media habits
Adding other contextual details to round out the profile
7. Apply the Persona to a Campaign
Navigate to the campaign and open the ad group you want to target.
In the Persona section, add your new persona.
If the persona includes variant attributes, select the one you want to test.
Important Notes
Foot traffic conversions require geofenced audiences.
To track foot traffic conversions, the persona must only include geofenced audiences.
Personas that contain non-geofenced audiences cannot track foot traffic conversions.