# Audiences (https://webmetic.de/docs/en/smart-pages/zielgruppen)

An audience defines which companies see a text, for example manufacturers from Bavaria with 51 or more employees. In the editor of a Smart Page, you write your own text per element for each audience.

Companies without a matching audience and visitors that Webmetic doesn't identify always see the original.

## Before you start [#before-you-start]

- **Plan**: On every plan, you can design Smart Pages, preview them, and test them on your website. You can publish them and choose the **AI text per company** method only in the trial, the Growth plan, and Enterprise. White-label customers of a partner don't see the tab.
- **Rights**: Every user in your account can create, edit, publish, and delete Smart Pages, even without admin rights.
- **Cost**: Smart Pages cost no credits.
- **Smart Page**: You need a Smart Page with at least one marked element. To create one, see [Your first Smart Page](https://webmetic.de/docs/en/smart-pages/erste-smart-page).
- **Screen**: The editor needs a screen at least 1,024 pixels wide. On smaller screens you only see the list of your Smart Pages.

## Create an audience [#create-an-audience]

You can use an audience on every element of a Smart Page, but only on that page. When you copy a Smart Page with **Duplicate** in the list, you get a draft with the same audiences and your own texts.

In a narrower window the Smart Pages tab shows only its icon, and the name appears when you point at it. On a smartphone, choose **Smart Pages** in the dropdown at the top.

1. Click the [**Smart Pages**](https://app.webmetic.de/?menu=smart_pages) tab at the top.
2. Click your Smart Page in the list, and Webmetic opens the editor.
3. Click an element in the copy of the page, or pick an element you already marked in the side panel.
4. Choose **Your own text per audience**.
5. Under **Who should see this text?**, open the dropdown and choose **+ Create a new audience**. Webmetic opens the **New audience** dialog.
6. Under **Name**, enter a name, for example Industry South.
7. Under **Industry**, select one or more industries.
8. Click **Add criterion** and choose a criterion. Webmetic then adds a row for this criterion.
9. Set the value in the row. For each further criterion, repeat steps 8 and 9.
10. Click **Save audience**. Webmetic selects the new audience for the element.

![The New audience dialog with an industry, two criteria, and the number of matching companies](https://webmetic.de/docs/media/en/light/smart-pages-zielgruppe-anlegen.webp)

Visitors never see the name, but you find it in the editor, in the test box, and in the [report](https://webmetic.de/docs/en/smart-pages/auswertung). If you don't enter a name, Webmetic names the audience after its criteria.

If Webmetic identified companies on this website in the last 30 days, the dialog shows how many of them match.

## Choose criteria [#choose-criteria]

You can add each criterion once, and the **Remove criterion** icon (×) next to its row takes it out again.

| Criterion | Value | A company matches if |
|---|---|---|
| **Industry** | one or more of 12 industries, for example **Industry & Manufacturing** | one of its industries is in a selected one |
| **Employees** | a minimum: 11+, 51+, 201+, 501+, 1,001+, or 5,001+ employees, or **Any** | its employee count reaches the minimum |
| **Revenue** | a minimum: at least 1, 5, 10, 50, or 100 million euros, or **Any** | its revenue reaches the minimum |
| **Country** | one or more of 10 countries. The list shows them by their German names, for example **Deutschland**, **Österreich**, and **Schweiz** | it is based in a selected country |
| **State** | one or more of the 16 German states, listed by their German names, for example **Bayern** | it is based in a selected state. Webmetic derives it from the postcode, so only in Germany |
| **Postcode** | postcode prefixes separated by commas, for example `80, 81, 9` | its postcode starts with one of the prefixes |
| **City** | **contains** or **doesn't contain** and a city name, for example Munich | its city contains or doesn't contain the name. Upper and lower case don't matter |
| **Campaign (UTM)** | **Source**, **Medium**, and **Campaign**, each field optional | the address of the page being viewed contains the values in the matching UTM parameters |
| **Device** | **Mobile** or **Desktop** | the visit comes from this type of device |

All criteria you set in an audience must match. Within one criterion, one value is enough, so two industries mean "either of the two".

For a rule like "IT or 501+ employees", create two separate audiences.

If a detail is missing, the company doesn't match that criterion. Without a known employee count it never matches **Employees**, and without a postcode it never matches **State** or **Postcode**.

Only **doesn't contain** under **City** also matches when the city is unknown. This option is also the only exclusion, and you can't set maximum values.

An audience without criteria matches every identified company. The summary in the dialog then shows **All identified visitors**.

## Write a text per audience [#write-a-text-per-audience]

The field for the new text starts with the element's current text.

1. Under **Which content should be shown instead?**, write your text. The copy shows your draft as you type.
2. Click **Save text**.
3. Optional: To add a text for another audience, click **Another audience** in the list **Your texts by audience**.

![The editor's side panel with a selected audience and its own text](https://webmetic.de/docs/media/en/light/smart-pages-text-pro-zielgruppe.webp)

An element can carry texts for several audiences, but only one text per audience.

Your own texts work on every element, including buttons and links. Webmetic only replaces the text, while link targets, images, and layout stay.

Bold text and links inside the element are lost, though, so choose elements without formatting where you can.

Webmetic doesn't limit the length, so check in the copy whether the text fits the layout.

If the element already has [AI text per company](https://webmetic.de/docs/en/smart-pages/ki-text-pro-unternehmen), your own text replaces it when you save.

To switch a text off without deleting it, click the **Pause** icon and then **Save text**.

## Set the order [#set-the-order]

If a company matches several audiences, the first one in the list applies. Webmetic picks the audience again on every page view. So if a visitor reloads the page without UTM parameters, another audience can apply.

The link for changing the order appears as soon as an element has texts for two audiences.

1. Under **Your texts by audience**, click **Change order**, or under **Who should see this text?**, choose the entry Manage audiences in the dropdown. The **Manage audiences** dialog opens.
2. Drag an audience by its handle to another position, and the number in front of it shows its rank.
3. Click **Cancel** to close the dialog. Webmetic saved the order while you dragged.

![The Manage audiences dialog with three audiences, the last one without criteria](https://webmetic.de/docs/media/en/light/smart-pages-zielgruppen-reihenfolge.webp)

Webmetic doesn't move on to the next matching audience for an element. If the first matching audience has no text for an element, or its text is paused, that element shows the original.

There is no separate default text. We recommend an audience without criteria in last place, for example Everyone else, because it catches all remaining identified companies.

For example, a machine builder from Bavaria with 300 employees matches Industry South and Everyone else. It sees the texts of Industry South, because that audience comes first.

If Industry South has no text for the button, the company sees the original there, not the text of Everyone else.

## Check a company's audience [#check-a-companys-audience]

In the editor, **Preview as** shows which audience applies to a company.

1. Click **Preview as** at the top of the editor and choose a company.
2. Click an element in the copy. If it has a text for the matching audience, the bar above the copy shows a message such as **Audience “Industry South” matches**. Otherwise the bar says that no audience matches.

The list shows identified companies of your website and, on every plan, example companies. On the Free plan, it only includes those of your identified companies that you can read in the dashboard.

The **Preview as** selector in the editor doesn't check **Campaign (UTM)** and **Device**, but the test box with a chosen company does. For details, see [Test and go live](https://webmetic.de/docs/en/smart-pages/testen-und-live-schalten).

## Edit or delete an audience [#edit-or-delete-an-audience]

To edit an audience, select it under **Who should see this text?** and click **Edit**. In the **Edit audience** dialog, every change applies to all elements of the page.

To delete one, click the **Delete audience** icon in the **Manage audiences** dialog. If the audience has texts, Webmetic asks first and tells you how many.

Webmetic then deletes all texts of this audience on the page, and you can't undo this.

## Next steps [#next-steps]

- [Test and go live](https://webmetic.de/docs/en/smart-pages/testen-und-live-schalten): Test the Smart Page on your website and publish it for visitors.
- [AI text per company](https://webmetic.de/docs/en/smart-pages/ki-text-pro-unternehmen): Have a text written per company instead of per audience.
- [Report](https://webmetic.de/docs/en/smart-pages/auswertung): See which companies saw which audience.