Audience Activation

The Audience Activation extension lets you activate Real-Time CDP audiences in Adobe Commerce to create unique offers in the cart such as buy 2 get 1 free, display hero banners geared toward that customer, and modify product pricing through various offers. The audiences built within Real-Time CDP are based on data from various enterprise systems, such as Enterprise Resource Planning (ERP), Customer Relationship Management (CRM), point of sale, and marketing systems. Because customer segment information is constantly refreshed, customers can become associated and disassociated from a segment as they shop in your store.

You can activate audiences in a Luma storefront or headless storefront. In a Luma storefront, audience information (segment membership) is stored in a cookie on the Commerce side. In a headless storefront, audience information is passed in the GraphQL API header as a parameter named: aep-segments-membership.


The following tasks apply to both Luma and headless storefront implementations. To activate audiences in Adobe Commerce, you must:

Install the extension

You can install the Audience Activation extension from the marketplace or you can run the following command:

composer require magento/audiences

Configure the extension

After you install the Audience Activation extension, you must log into your Commerce Admin and complete the following:

  1. On the Admin sidebar, go to System > Services > Commerce Services Connector.

  2. Sign in to your Adobe account and select your organization ID.

  3. On the Admin sidebar, go to System > Services > Experience Platform Connector.

  4. In the Datastream ID field, paste the ID of the datastream that you created when you activated Adobe Commerce as a destination in Real-Time CDP. This datastream sends data from your Commerce website to Real-Time CDP to determine if a shopper belongs to an audience. If you have not yet created a datastream, create one in Experience Platform, add it to the Commerce destination in Real-Time CDP, and to the Experience Platform Connector in the Admin.


    When you specify a datastream ID, you associate it to a specific website in the Experience Platform connector. If your Commerce store has multiple websites, create a destination for each website in Real-Time CDP and use a different datastream ID for each.

  5. On the Admin sidebar, go to Stores > Settings > Configuration.

  6. Expand Services and select Real-Time CDP Audiences.

  7. Enter the configuration credentials found in the developer console.

    Real-Time CDP Audience Admin Configuration

  8. Click Save Config.

With audiences activated to your Adobe Commerce instance, you can:

Real-Time CDP audiences dashboard

You can view all active audiences that are available to personalize within your Adobe Commerce instance using the Real-Time CDP Audiences dashboard. Any audiences you activated in the Adobe Commerce destination in Real-Time CDP appears in this dashboard.

To access the Real-Time CDP Audiences dashboard, go to the Admin sidebar, then go to Customers > Real-time CDP Audience. The Real-Time CDP Audiences dashboard appears:

Real-Time CDP Audiences Dashboard

Column Description
Audience Name given to the audience in Real-Time CDP.
Last Modified Indicates when the audience was modified in Real-Time CDP.
Origin Indicates where the audience came from, such as Experience Platform.

Headless support


In a headless Adobe Commerce instance, you can only use Real-Time CDP audiences for cart price rules. Dynamic blocks are not supported currently.

You can activate audiences in a headless Adobe Commerce instance, such as AEM, PWA, and so on. A headless storefront communicates to the Experience Platform through the Commerce Integration Framework (CIF). The framework provides a server-side API that is implemented using GraphQL. Audience information, like which segment a shopper belongs to, is passed to Commerce through a GraphQL header parameter named: aep-segments-membership.

The overall architecture is as follows:

Sending Data from Headless Storefront to Backend

After you install and configure the extension, the AEP Web SDK contains the audience information in the form of segment membership.

To capture those segment memberships from the SDK, see this code snippet.

After it is retrieved, you can pass those segments to Commerce within the GraphQL header. For example:

curl 'http://magento.config/graphql' -H 'Authorization: Bearer abc123' -H 'aep-segments-membership: urlencoded_list_of_segments' -H 'Content-Type: application/json' --data-binary '{"query":"query {\ncustomer {\nfirstname\nlastname\nemail\n}\n}"}'

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