What this is
The Audiences section is where account and contact audiences are built and managed for use across every revenue motion, helping explain why each record qualifies and close buying-group gaps before activation.
This section includes a dashboard, saved audiences, audience health monitoring, ICP Studio, and website tracking tools.
When to use this
Use Audiences when you want to:
- Build, review, and manage account and contact audiences for your campaigns
- Check how many audiences and accounts are in use in active campaigns
- Find audiences and campaign cohorts that may need attention
- Research and define your ideal customer profile, using personas, intent data, in-market trends, and audience hypotheses
- See which companies and contacts visit your website, and manage the related tracking, CRM sync, and sales alert settings
- Configure account scoring and intent groups
Dashboard
The Dashboard is the default landing page for Audiences, organized into three groups.
Audiences and Buying Circles
- Created Audiences: audiences available to you in the current workspace, excluding archived audiences and the TAM, ICP, and In-Market definitions, with a link to My Audiences
- Activated Audiences: audiences available to you that are used by active campaigns, with a link to the related campaigns
- Total Buying Circles: distinct Buying Circles associated with the audiences available to you, with a link to My Audiences
These totals can vary between users, depending on audience ownership and sharing permissions.
Website Activity
Website Activity: Account-Level and Contact-Level Website Visits, linking to Account Tracker and Contact Tracker. Use the Website period dropdown to view the last 7, 30, or 90 days (30 by default). The selected period applies only to Website Activity.
These cards count identified page visits, not unique accounts, unique contacts, or browsing sessions, and the two totals can overlap. If account or contact tracking isn’t connected, the corresponding card shows Tracking is not connected. instead of a count. Connect the relevant tracking script to start collecting identified website visits.
Audience Activation
Accounts in Active Campaigns and Contacts in Active Campaigns, each with a link to My Audiences. An account or contact included in more than one campaign can be counted more than once, so these totals don’t represent unique records across your workspace.
My Audiences
Shows and manages existing audiences. Each entry lists audience name, number of accounts and buying circles, associated signals (when available), list type (Propensity Intent List, uploaded contact list, Salesforce report, etc.), date created and last updated, and status.
Audiences can be searched, filtered, and grouped, and a new one created via New Audience. Audiences built here can later be used in campaigns. For setup steps, see How to Build an ABM Audience in Propensity.
Audience Health
Flags audiences and campaign cohorts that need attention. A cohort is a specific run of a campaign, with its own set of targeted accounts or contacts.
- Audiences to refresh: audiences that haven’t been refreshed in more than 30 days, including audiences created more than 30 days ago with no completed refresh on record, with a link to review each one
- Cohorts to review: completed campaign runs that have ended, are no longer active, and won’t relaunch automatically. Review whether they’re still needed or can be archived.
Audience Health only provides recommendations. It doesn’t automatically refresh audiences or archive cohorts.
ICP Studio
Groups the tools for researching and defining an ideal customer profile: reusable buyer personas, account-level intent, in-market trends, and audience hypotheses.
Persona Finder
Saves contact-level targeting criteria (job titles, seniority, skills, locations) as a reusable Persona, applicable across audiences without rebuilding filters each time. See Using the Persona Finder in Propensity for details.
Intent Data Explorer
Surfaces the topics and solutions an account has recently researched, to identify changes in activity and decide which accounts warrant validation or outreach. See Using the Intent Data Explorer for details.
In-Market Trends (Beta)
Builds a market map from an intent topic, website, company, or industry, mapping demand, market composition, trend movement, and the accounts behind that activity.
- Choose the map's starting point: Intent topic (recommended), Website, Company, or Industry
- Choose intent signals to map and a trend window (such as the last 12 weeks)
- Click Build market map, or Open in new tab
An Advanced options panel allows reviewing and fine-tuning the underlying request.
Hypothesis Builder (Beta)
Builds a commercial audience hypothesis through five guided steps, teaching Propensity what a strong customer looks like and how to identify, validate, and act on accounts that match.
- Objective: Define what the model should produce and the commercial question it should answer.
- Learning set: Choose which accounts Propensity should learn from, such as CRM outcomes, an existing audience, or a manually entered list.
- Evidence: Select which evidence informs the model, split between durable fit characteristics and time-sensitive market signals, and set thresholds for classification and investigation.
- People: Define which buying-group roles Launch should target and how contacts are prioritized for validation.
- Review : Review the complete model before building it.
Settings
Settings holds two tabs: Account Scoring and Intent Group Setup.
Account Scoring: The same account scoring configuration available under Validate → Settings → Account Scoring, also accessible here. See Custom Account Scoring in Propensity for full details.
Intent Group Setup: Create and manage reusable intent-signal groups for the workspace. See Using Intent Groups in Propensity for details.
Website Tracking
Groups tools showing how accounts and contacts engage with the website once tracking is installed.
Website Tracking Dashboard
Gives a summary view for a date range you select:
- Contact Visit Summary: Total Visiting Contacts, Contacts with Engagement, Contacts from Campaigns, Contacts Synced to CRM
- Account Visit Summary: Total Visiting Accounts (% ICP), Total ICP Accounts, Accounts from Campaigns, Accounts Synced to CRM
- Accounts and Contacts Visits Chart: Unique Page/Account/Contact Visits over time, filterable by web page
Account Tracker
Shows the companies visiting your website. You can search by account or domain, filter by All accounts, ICP accounts, Campaign-related, Has leads, or CRM-linked, and export results to CSV. Columns include Latest visit, Page visits, Propensity score, Leads, and Latest referrer.
Contact Tracker
Shows the individual contacts visiting your website. You can search by contact, company, or domain, filter by All contacts, ICP contacts, Has email, Hot & Warm, Claimed, or CRM-linked, and export results to CSV. Columns include Company, Latest visit, Page visits, Warmth, and Email.
Website Tracking Settings
The Settings page, under Website Tracking, is where you install your tracking scripts. Propensity offers two: Account Tracking, which identifies the companies visiting your website, and Contact Tracking, which identifies individual visiting contacts and the account they belong to.
For full installation steps, see How to Set Up the Website Tracker.
Website Settings
Website Settings holds your website-related configuration across four tabs: Tracking Script, CRM Syncs, Sales Alerts, and ICP Audience.
Tracking Script
Displays information about the Account and Contact Tracking scripts, this time paired with their connection status. You can see whether it's Connected or Not Connected and the date of its last tracking verification, as well as test the connection or copy the install tag directly.
You can also click Edit Tracking Script to see more information about installing the Tracking Script.
ICP Audience
The account list Propensity matches against website visitors to generate a daily lead list. Edit ICP Audience sets the Primary Audience (and its associated buying circles); audiences already in a campaign or an uploaded list can't be selected.
If your Primary Audience is an uploaded list, only accounts that directly match a company on that list get marked as ICP; only ICP-marked accounts are enriched with leads and synced to your CRM. This tab also shows your current connection status and, once connected, the date it was connected.
This tab also shows your current connection status and, once connected, the date it was connected.
CRM Syncs
Runs nightly to keep the CRM current with engagement activity, intent signals, and account/contact changes. Each connected CRM (Salesforce and/or HubSpot) shows a card with Status, Integration User, Last Sync date, Auto Sync (on/off) and time (UTC), Warmth Levels to Sync, Return Sales Data to Propensity (on/off), and Sync Type; the Salesforce card also shows Sync Records and Record Update. Edit CRM Connection updates settings.
Sales Alerts
Notifies the sales team when a contact becomes hot or visits the website. Each alert lists Target, Criteria, description, and Status (Active/Inactive), and can be edited or removed; Add Alert creates a new one. Alerts can be Slack, Salesloft, Webhook, Email, or Apollo.
Important Notes
- Website visits and identified accounts/contacts answer different questions. A visit is any activity on your website; an identified account or contact is a person or company tied to that activity. One visitor can generate multiple visits, and some activity may be tied to an account without identifying a specific contact, so these counts shouldn’t be expected to match.
- Dashboard totals can differ between users. Audience counts depend on the audiences available to each person, based on ownership and sharing permissions.
- Completing one website setting doesn’t confirm the others are working. Tracking script installation, CRM syncing, and alert configuration are independent. Finishing one doesn’t mean the others are operating correctly.