Display Audience

Targeting by Display Audience

Display Audience lets you show a campaign only to visitors who match a specific customer profile. Instead of every visitor seeing the same popup, you can show different messages to different kinds of customers, or hide a campaign from people it doesn't apply to.
You'll find it under Targeting → Display Audience, inside the editor for any popup or smart bar campaign.

What it's for

Most of your other targeting settings control where and when a popup appears, like which pages, which countries, which devices. Display Audience controls who it appears to, based on their Shopify customer profile.
This matters because a message that's right for one visitor can be wrong for another:

• A first-time discount shouldn't go to someone who's already a loyal customer.
• A wholesale or B2B offer shouldn't show up for a retail shopper.
• A loyalty reward only makes sense for a customer who's actually spent enough to earn it.
• A "create an account" popup is wasted on someone who already has one.

Display Audience is how you keep campaigns relevant instead of generic.

Setting up a condition

1. Open Targeting → Display Audience.
2. Under Customer conditions, choose a condition from the dropdown.
3. If the condition requires a value, such as a number or tag, enter it.
4. Click Add to apply the selected condition.
5. Repeat steps 2–4 to add more conditions if you want to combine multiple conditions.
6. When you have more than one condition, choose AND or OR to set how they combine.

AND means a visitor has to match every condition you've added. Use this to narrow your audience down to a precise segment, like logged-in customers who are also tagged VIP.
OR means a visitor only needs to match one of the conditions. Use this to cover a broader group made up of a few different segments, like customers who are either B2B or tagged wholesale.

The conditions

Targets visitors based on whether they're signed in to a Shopify customer account.

• Use is logged in for anything meant only for existing customers: loyalty offers, reorder reminders, account-based perks.
• Use is not logged in for anything meant to convert new visitors: first-order discounts, account creation prompts, email capture.

Targets visitors based on whether they're shopping through a Shopify B2B account (a wholesale or company account, as opposed to a regular retail customer).

• Use is B2B to show wholesale-specific offers, bulk pricing call-outs, or B2B-only announcements.
• Use is not B2B to keep retail-only promotions, like a general site-wide discount, away from wholesale buyers.

Targets customers who have a specific tag on their Shopify customer profile. Tags are labels you (or an app) have applied to customers in Shopify admin, like VIP, wholesale, or newsletter-subscriber.
Use this for any segment you've already built using tags; for example, showing an early-access popup only to customers tagged VIP.

Targets customers based on their lifetime spend in your store.

• Greater than is useful for rewarding your best customers, like a loyalty perk once someone crosses a spending threshold.
• Less than is useful for re-engaging low-spend or inactive customers, like a win-back offer.

Targets customers based on how many orders they've placed.

• Greater than identifies repeat customers, useful for loyalty messaging or asking for a review.
• Less than identifies new or first-time customers, useful for welcome offers or onboarding content.

Tips

• Start simple. One condition is often enough. Every condition you add shrinks your audience, so stacking several can leave very few visitors actually seeing the campaign. Check your expected audience size before publishing a heavily-conditioned campaign.
• Pair it with Display Pages when it makes sense. A B2B-only campaign, for instance, often belongs on different pages than your retail promotions anyway.
• Remember logged-out visitors exist too. If you only ever build campaigns for logged-in customers, you're ignoring the audience most likely to be new, which is usually your largest group.
• Keep your tags clean. The "tags includes" condition is only as useful as your tagging is consistent. If "VIP" and "vip" are both floating around your customer list, decide on one and stick to it.

Common questions

• Can I combine Display Audience with my other targeting settings, like pages or location?
• • Yes. Display Audience, Display Pages, Display Devices, Display Locations, and your trigger settings all apply together. A visitor has to match every targeting setting you've set, not just one.
• What happens to a visitor who doesn't match any condition?
• • They simply won't see that campaign. Nothing shows in its place unless you've built a separate campaign for them.
• Can I target a specific customer, not just a segment?
• • Not directly. Display Audience works off conditions and tags, not individual customer names. To target one specific person, you'd need to tag them individually first.
• Does "total spent" reset, or is it lifetime?
• • It reflects the customer's total spend on record in Shopify, not spend in a specific time window.
• Why isn't my condition matching any visitors?
• • The most common reason is that the campaign is being tested while logged out. Customer conditions only evaluate for recognized, logged-in customers, so test with an account that matches the condition you've set.

Updated on: 02/10/2026