Documentation Experience Platform Destinations Guide

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Audience Analysis destination

Last update: Wed Apr 02 2025 00:00:00 GMT+0000 (Coordinated Universal Time)

Topics:
Destinations

CREATED FOR:

Admin
User

The Audience Analysis destination allows you to enrich Adobe Experience Platform audience data into Customer Journey Analytics. You can select which audiences that you want to include in the resulting enriched data. Audience qualifications are then available as dimensions in Analysis Workspace reporting.

AVAILABILITY

This destination is in a limited testing phase. If you are interested in using this destination, contact your Adobe Account Team.

Prerequisites

The following are required before using this destination:

You must be provisioned to use the Audience Analysis destination. If you are not yet provisioned to use this destination, contact your Adobe Account Team.
You must be provisioned to use Customer Journey Analytics.
You must have at least one audience created in Adobe Experience Platform.

Supported identities

Audience Analysis supports the activation of identities described in the table below. Learn more about identities. Experience Cloud ID (ECID) is typically used.

Target Identity

Description

Considerations

GAID

Google Advertising ID

Select the GAID target identity when your source identity is a GAID namespace.

IDFA

Apple ID for Advertisers

Select the IDFA target identity when your source identity is an IDFA namespace.

ECID

Experience Cloud ID

A namespace that represents ECID. This namespace can also be referred to by the following aliases: “Adobe Marketing Cloud ID”, “Adobe Experience Cloud ID”, “Adobe Experience Platform ID”. See the following document on ECID for more information.

phone_sha256

Phone numbers hashed with the SHA256 algorithm

Both plain text and SHA256 hashed phone numbers are supported by Adobe Experience Platform. When your source field contains unhashed attributes, check the Apply transformation option, to have Experience Platform automatically hash the data on activation.

email_lc_sha256

Email addresses hashed with the SHA256 algorithm

Both plain text and SHA256 hashed email addresses are supported by Adobe Experience Platform. When your source field contains unhashed attributes, check the Apply transformation option, to have Experience Platform automatically hash the data on activation.

extern_id

Custom user IDs

Select this target identity when your source identity is a custom namespace.

Supported audiences

The following types of audiences are supported when using this destination:

Audience origin

Supported

Description

Segmentation Service

✓

Audiences generated through the Experience Platform Segmentation Service.

Custom uploads

✓

Audiences imported into Experience Platform from CSV files.

Export type and frequency

Refer to the table below for information about the destination export type and frequency.

Item

Type

Notes

Export type

Audience export

You are exporting all members of a audience with the identifiers (name, phone number, or others) used in the Audience Analysis destination.

Export frequency

Streaming

Streaming destinations are “always on” API-based connections. When a profile is updated in Experience Platform based on audience evaluation, the connector sends the update downstream to the destination platform. Read more about streaming destinations.

Configure new destination

IMPORTANT

To create destination, you need the View Destinations and Manage Destinations access control permission. Read the access control overview or contact your product administrator to obtain the required permissions.

To create this destination, follow the steps described in the destination configuration tutorial.

Destination details

To configure details for the destination, fill in the required and optional fields below. An asterisk next to a field in the UI indicates that the field is required.

Name: The destination name.
Description: The destination description.
Datastream ID: The datastream ID that you want to enrich with qualifying audiences. You can obtain this ID in the Datastreams manager.
Integration alias: The integration alias.

Alerts

You can enable alerts to receive notifications on the status of the dataflow to your destination. For more information on alerts, see the guide on subscribing to destinations alerts using the UI.

Activation Skipped Rate Exceed: Be notified when activation skipped rate exceeds a threshold.

When you are finished providing details for your destination connection, select Next.

Governance policy & enforcement actions

This optional section allows you to define your data governance policies and ensure that the data used is compliant when audiences are sent and active.

When you are finished selecting the desired marketing actions for the destination, select Create.

Activate audiences to this destination activate

IMPORTANT

To activate data, you need the View Destinations, Activate Destinations, View Profiles, and View Segments access control permissions. Read the access control overview or contact your product administrator to obtain the required permissions.

Once the destination is created, you can activate the desired audiences for the destination.

If you’re not already in the created destination, you can locate it again by navigating to Destinations > Browse.
Select Activate audiences.
Select the desired audiences that you want to analyze qualifications for. When finished, select Next.
Review the destination configuration and audience settings, then select Finish.

You can add more audiences to analyze in the future by navigating back to the Activate audiences page. You cannot remove audiences once they are activated.

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