Journeys 2.0

Journeys 2.0 is a new way of creating and working with your customer segments that provides greater flexibility and control in how you target high-value users. By giving you the ability to create and easily visualize nested customer segments, Journeys 2.0 lets you easily hone in on the users that matter most to your business.

Opting in / out

To opt in to Journeys 2.0, navigate to either Audiences > Journeys or Audiences > Real-time, and hover over the text “LEGACY EXPERIENCE” next to the top breadcrumb navigation. Then, click “Try the New Experience” in the modal that appears upon hover:

Once opted in to Journeys 2.0, you can revert to the legacy Audiences experience at any time by hovering over “NEW AUDIENCES EXPERIENCES” in the top navigation and clicking “Revert to Legacy Experience”:

Journeys landing page

After opting in, the Audiences > Journeys section of the UI will display a table that includes every Audience and Journey you have created, sorted by Last Updated by default.

The Journeys 2.0 landing page represents two main types of customer segments:

• Single-step Journeys Rows with a Total Audiences value of 1 represent both single-step Journeys that you have created in the past, as well as legacy Real-time Audiences that have been migrated here as single-step Journeys.
• Multi-step Journeys Rows with a Total Audiences value greater than 1 are multi-step Journeys, which are represented in this view as nested Audiences. Click on the ”+” icon next to the name of a multi-step Journey to expand it to expose the individual milestones (or Audiences) the Journey contains. Clicking any of the nested Audiences will bring you to the Journeys canvas, where you can update this or any Audience contained within the Journey.

Audiences vs. Milestones

Functionally, a Milestone and an audience are the same. Both represent a targeted segment of customers that you can forward to integration partners, run A/B splits on, and otherwise leverage in campaigns. Their only difference is how you create them in mParticle:

• A Milestone is an individual step within a journey that you have defined to capture a meaningful moment in the customer lifecycle (i.e. a free trial signup, an email interaction, or an ad click). Each Milestone creates an audience of customers who fit the criteria you have set for it.
• An audience is a customer segment that you have created.

Update an existing Journey / Audience

To update a journey (either single- or multi-step), expand it by clicking the ”+” icon to the left of its name, then click on one of the milestones nested beneath it. This will display the Milestone editor within the Journey canvas, where you can update the inclusion criteria for this particular Audience:

Closing the Milestone editor will display the full Journey canvas, which you can use to add additional Journeys features like new paths, additional milestones, and A/B tests.

Edit Journey Inputs

At any time after a Journey has been created, you can edit that Journey’s data inputs. First, click on the top node in the Journey which has the heading “Journey Inputs”:

Next, add or remove inputs as you see fit, then click Update.

Create a new Journey

The Journeys canvas provides a flexible and powerful tool for creating targeted customer segments. Let’s look at two of the main ways you can use Journeys to create audiences:

Single-Milestone Audiences

As mentioned above, creating a Milestone within a Journey is functionally equivalent to a creating a Real-time Audience. By using the selection criteria and logical operators within a Milestone, you can create highly targeted customer segments for your campaigns. Let’s explore how to do this.

At the Journeys landing page (Audiences > Journeys), click the New Journey button in the top right-hand corner of the screen.

At the Create Journey modal, name your Journey, select your inputs, and click Create.

In the Journey canvas, click the ”+” icon followed by the Milestone option to create your first (and only) Milestone in the Journey.

Choose your audience environment

For each audience you create, you can select the environment(s) from which you want users in that audience to come from (Production, Development, or both).

Considerations for selecting an audience environment

• Test data in Development may overwrite Production data in partner systems. If you send dummy or anonymized data to your Development environment, you should select the Production environment for any audiences you forward to partners to prevent unwanted overwriting. For example, you send test customer profiles to Development environment with real customer IDs but anonymized emails for privacy purposes, the anonymized emails can overwrite real ones in any system you forward them to.
• Parent and child audience environment should align. If a parent audience pulls its members from Development and its child pulls its members from Production, the child audience will be empty (and vice versa).

In the example below, Wait list Subscribers (child) and Interested and Engaged (parent) both use the Development environment, which is why the child audience has been populated with users. The other child audiences (Lapsed Subscribers and Abandoned Cart Subscribers) both use the Production environment which conflicts with their parent’s environment, and therefore have no users.

Audience criteria auto-complete

As you define your audience criteria, a list of suggested matching values will appear based on what you’ve entered.

This feature works both when building new audiences and fine-tuning existing ones, helping you save time, reduce manual effort, and improves accuracy.

To use this feature, you must have one of the following standard Roles: User, Admin, Audiences-only, Support, or Admin+Compliance. Alternatively, you can create a Custom Role with any of the following tasks: audiences:draft, audiences:edit, catalog, or audiences.

Combine criteria with Boolean operators

In the Milestone editor, you can begin adding criteria to target the users you want in your audience. Once you have added your first criterion, you can use the Boolean operators And, Or, and Exclude to create logical relationships with subsequent criteria.

Continue adding and combining operators to hone in on the precise user segment that matters to your business goals. The Milestone below, for example, uses three criteria and two Boolean operators to create a segment of customers who are on iOS 10.0, have started at least three sessions within the last seven days, who are not located in New York City.

Nested audiences from multiple Milestones

Now let’s see another approach to using Journeys and Milestones to create targeted customer segments, which is is equivalent to creating nested audiences in the legacy Real-time Audiences experience. To explore how this works, let’s first look at a nested audience created with the legacy Real-time Audience builder as an example:

This customer segment uses membership in three separate Audiences––App Downloaders, Recent Users (Last 30 Days), and Engaged with Ad––as its membership criteria (which is what makes it a “nested” audience). Now, let’s see how we can recreate this segment as a Journey.

First, create a new Journey, then click the ”+” icon under the top (and only) node in your Journey to create a new Milestone. For this Milestone, set membership in the first audience from your nested audience (App Downloaders) as the sole inclusion criteria:

Now, create two more Milestones for the remaining two audiences in the original nested audience:

This Journey is now effectively the same customer segment as the nested audience created with the legacy Real-time Audience builder, with the added advantages of being able to add A/B Tests, new paths, and partner integrations at each individual Milestone (or nested audience), and the ability to visualize each Milestone that comprises the segment in one place.

Audience Insights

The Insights tab in the audience builder gives you quick visibility into the customers included in your audience. This helps you better understand who you are targeting and ensure your audience meets your business goals. The Insights tab displays four metrics:

Size

Compare your audience size over different time periods to track growth trends and fluctuations. The size metric shows:

• Daily average audience size per week
• Custom date range comparisons (e.g., Last 30 days)
• Percentage changes between periods
• Partial week data clearly marked

Composition

Analyze the distribution of users across different attributes to understand your audience demographics and characteristics:

• View user distribution by various attributes (e.g., Location)
• See percentage breakdowns for each attribute value
• Compare relative sizes of different user segments
• Filter and sort distribution data as needed

Reach

Assess the potential reach of your campaign across different user identifiers:

• Track identified users per identity type (e.g., Email Address, Customer ID)
• View coverage percentages for each identifier
• Compare reach across multiple identification methods
• Monitor identity match rates and coverage gaps

Overlaps

Find audiences that share users with your current audience to optimize targeting and prevent duplicate messaging:

• See other active audiences containing the same users
• View overlap percentages between audiences
• Compare audience sizes and shared user counts
• Identify potential audience consolidation opportunities

Note: Numbers shown in the Insights tab are sampled by default. For precise figures, use the “Re-run analysis” option to perform a full audience analysis.

Each section of the Insights tab helps you make informed decisions about your audience targeting strategy and campaign optimization. Use these metrics to refine your audiences and ensure they align with your marketing objectives.

Activate a Milestone in a campaign

Once you have created a Milestone that you want to forward to an external tool for use in a campaign, click the Connect Output button in the Audience tile under the Milestone in your Journey, then follow the steps to connect that audience to any of your connected outputs.

Selective User Attribute forwarding

You can optionally include additional User Attributes, beyond identities, when forwarding to each Audience output. This enables you to use richer data in your activation platform, such as LTV, lead score or propensity to convert. In the last step of the process to connect an output, select which account and workspace level attributes you would like to forward to that particular tool:

Organize journeys / audiences with Tags

As you continue to use create new audiences, you can use tags to keep them organized and allow team members to easily see the purpose of each audience at a glance. For example, you can use tags to group your audiences by campaign type, giving them names like retargeting, lead gen, and product launch.

Create a new tag

• Navigate to the Journeys homepage.
• Click the + icon next to the name of a Journey to expose its milestones.
• Click the Tags icon in the row for that milestone.
• Enter the name of your new tag in the text bar. Note: Tags have an 18 character limit.

To apply your tag, click the name of the new tag below the text bar. To add additional tags, select name of the tag(s) that has already been applied, open the dropdown menu, and click the additional tags you would like to add.

Search milestones by tag name

Tag names can be used as search queries to return all audiences that have that particular tag applied.

Share Audiences within Journeys between accounts

You can share Audiences within Journeys between your organization’s accounts, with detailed control over what data is shared. Share data broadly or restrict it to only what’s needed for a campaign. This feature does not affect data shared with third-party tools.

Adjust sharing settings

• At the Journey’s homepage, open the Actions menu for the Audience you wish to share.
• Select Share to open the sharing modal.

In the modal, view accounts the audience is shared with and their sharing permissions. There are four sharing permission levels:

Permission Levels | Level | Access Details | | --------- | -------- | | Owner | Full access to the audience, including editing, audience updates, and connecting outputs. Admins can set permissions. | | Private | The audience is invisible to the receiving account. | | View only | Visible to the receiving account but cannot connect to outputs. | | Usable | Visible to the receiving account and can connect to outputs. Audience definition cannot be edited. |

Share audience with new account

• In the sharing modal, select the + icon.
• Choose the account and the desired permission settings.

View shared audiences

To view audiences that have been shared with an account, navigate to Segmentation, then select Shared Audiences in the left-hand navigation.