Button Audiences

Button Audiences

Button Audiences provides Brands the ability to manage their marketing spend more efficiently by explicitly targeting a custom group of users - as defined by the Brand - and new users. Brands can now optimize and scale their spend by running iterative tests on different permutations of rates and Audiences. Once an Audience is created, you can run spend against it by running a campaign (Note: that Audiences is a sub-feature of Campaigns).

This guide walks you through how to setup Button Audiences. In this guide, we'll review:

  1. Where to find the Audiences tool
  2. Creating an Audience
  3. Editing an existing Audience
  4. Deleting an existing Audience
  5. Best practices
  6. Data privacy

Where to find the Audiences tool

You can find the Audiences tool on the Button Dashboard

Create an Audience

Brands are able to create an unlimited number of Audiences to fit their unique targeting needs. Just follow these simple steps:

Step 1: Select the type of user that you’d like to target

You can chose to target either of these groups:

  1. Custom Audience: Group of known users
  2. New users

Step 2: Find and format customer list

A CSV template is available for download in the tool. The template includes sample data to help guide your creation of a list. There are certain requirements that must be met for successful upload into the Audiences tool. We accept the following identifiers:

  1. User ID: Your unique, stable identifier for a customer. Typically this is a numeric ID or unique string.
  2. Email: This can be either hashed or unhashed.
    • If email is unhashed, Button hashes the data locally in your browser before it's uploaded to our system. Button utilizes a SHA-256, an industry-grade hashing function, to obscure raw user data into an irreversible and obscured output. For more information on data privacy, see here.
    • If email is hashed, the email address must be converted to lowercase before computing the hash. The hash itself may consist of uppercase or lowercase hex characters.
  3. Device ID:
    • IDFA (Apple Advertiser ID) for iOS
    • GAID (Google Advertiser ID) for Android

Note: Email and/or Device ID are required for your Audience to run. Providing all 3 will help increase the chances of a user being matched and mitigate fraud.

We strongly suggest providing your version of a User ID to account for users with multiple emails or devices. For example, a user with 5 emails/devices would be identified as the same user and not 5 distinct users. In this scenario, the 5 identifiers will all have the same User ID.


File format requirements

  • File must be a CSV
  • Column headers are not required
  • Columns MUST be in the following order: User ID, Hashed/Unhashed Email, Device ID File MUST have 3 columns even if the field is not provided (For example, if only email is provided, the file * should have a blank first column for user ID, email column, and a blank third column for Device ID)
  • Minimum of 100 users in the list
  • We recommend an Audience list of at least 100,000 users
  • There is no limit on Audience list size (Note: Audiences is still in beta, issues might arise with larger file sizes. If you do run into issues, please reach out to your PSM.)

Step 3: Provide Details & Upload Audience

To target a Custom Audience:

  1. Drag or select the file into the upload modal
  2. Pick a name that makes the Audience easily identifiable for reporting
  3. Description (optional): Who/what are you trying to reach/accomplish with this Audience?
  4. Click "Upload Audience"
    • This will initiate the upload and processing of your Audience
    • Note: Exiting your browser or turning off your machine will interrupt the creation of your Audience

To target New Users:

  1. Upload a list of all your existing users
    • Note: When targeting new users, you are required to provide a list of all your existing users. This list will be automatically updated with Button order data as new users become existing. Button will automatically name this Audience "Existing Users"
  2. Click “Upload Audience”
    • This will initiate the upload and processing of your Audience
    • Note: Exiting your browser or turning off your machine will interrupt the creation of your Audience

Step 4: Manage Audiences

Once created, your Audiences will appear within the Audience dashboard.

Here you can view:

  • Audience Name: The name of your Audience
  • User count: Number of users within the Audience
  • Status: Progress of the Audience being created
  • Last update: Time the Audience was last updated/created (in your time zone)
  • Source: Where the Audience was created (Button Dashboard, 3rd party provider, API)


Edit an existing Audience

You can edit or delete an existing Audience by hovering over the Audience and selecting one of the two options. Audiences can be edited by either adding additional users through a CSV upload, or replacing the entire Audience file through a CSV upload.

Note: See "Creating an Audience" (above) for details on how to setup the CSV file. All file formatting requirements apply when either creating or editing an Audience.


To edit a Custom Audience:

  1. Hover over Audience row in Audience tool
  2. Click "edit"
  3. Determine if you want to:
    • Add users to Audience
    • Replace entire Audience
  4. Attach new CSV file
  5. Click "Upload Audience" button

Note: You may also edit the name and description of an existing Audience by following the steps above, changing the name and description and clicking “Save Audience”

Delete an existing Audience

  1. Hover over Audience row in Audience tool
  2. Click "delete"
  3. Confirm deletion of Audience

Best Practices

Handling customer order data

There are a number of ways to pass back order data so that users can be transitioned in/out of Audiences accurately (e.g. new users who transact and should now be treated as existing)

  • Upload users manually through the dashboard UI to an existing Audience
  • Report the customer to us via the Customers API
  • Report the customer identifiers (email or device ID) to us alongside an order

Types of Audiences

If you’ve already run any social/paid search marketing, it would make sense to translate any learnings onto the Button marketplace. For example, the goal of marketing optimization on social is to identify users at the top of the funnel who are likely to make it to the bottom. If these users/Audiences have already been identified, targeting these users with an enticing rate should yield results since Button’s marketplace is already at the bottom of the funnel.

If you’re starting from scratch, identifying the right Audience involves an iterative approach. Our recommendation is to test a number of different Audiences with different attributes over the course of two weeks, gather data, and optimize. While it’s important to reach the most relevant users, it should be noted that Audiences should not be small to the point where reach is sacrificed.

Data Privacy

Button Customer Audience data is stored securely in accordance with all industry best-practices. All data is encrypted and such customer data is never exposed to any other party. We do not use this data for any purpose other than as so directed by the brand. Audience membership is used only to determine rates, user offers, and to operate affiliation correctly.

Data Usage

Our Audiences product is designed to ingest cryptographically hashed customer email addresses ‐ not raw addresses ‐ to keep us from being exposed to your customers' personal information. If emails have not already been hashed, we will locally hash email addresses using SHA-256, an industry-grade cryptographic hash function.

Privacy Shield Certification

Button complies with the EU-US Privacy Shield Framework and the Swiss-US Privacy Shield Framework as set forth by the US Department of Commerce regarding the collection, use, and retention of personal data from the European Union member countries (including Iceland, Liechtenstein, and Norway) and Switzerland to the United States.