Audiences built from your own customer data, kept up to date and ready to use on every channel.
Audience Builder groups your customers and visitors by what they buy and how they behave, highlights the segments worth more to you, and refreshes them as new data arrives.
What is included.
AI segmentation
Customers and visitors grouped by purchase history, order value, products viewed and recency, instead of only demographics.
High-value audiences
Segments such as repeat buyers or high order value customers identified so you can build lookalikes or tailored offers.
Automatic refresh
Segments update as new orders and visits come in, so a past buyer does not stay in a prospecting audience.
Cross-channel reuse
The same segment can be sent to several connected ad platforms, keeping targeting consistent.
How Audience Builder creates and maintains segments
Most stores already hold the most useful targeting data they will ever have: who bought, what they bought, how often and for how much. Ad platforms offer broad interests and their own models, but they do not know your margins or which customers come back. Audience Builder starts from your store data and the events your pixels report, and turns them into segments you can actually use in campaigns.
The AI looks for groups that behave differently. Examples include customers who bought twice or more, visitors who viewed a product several times without buying, buyers of a specific collection, or customers whose orders are well above your average. You can accept the suggested segments, adjust their rules or build your own, such as everyone who bought in the last 90 days, as an example window you choose.
Segments are not static lists. As new orders and visits arrive, people move in and out of them automatically. That keeps exclusions accurate, so recent buyers are not shown acquisition ads, and keeps retargeting focused on people who are still close to buying. Refresh frequency depends on the data available and on each platform's own limits for how often audiences can be updated.
When a segment is ready, you can send it to the ad platforms you have connected, where it can be used directly or as the seed for a lookalike audience. Customer data is shared only through the platforms' own audience tools and under their terms, which include matching and minimum size rules. You remain responsible for having a lawful basis and the right notices to use customer data for advertising.
Why your own audiences make a difference
Targeting based on real buyers
Segments built from purchases tell the platforms more about who to reach than broad interests alone.
Less wasted spend on existing customers
Up-to-date exclusions keep acquisition budgets away from people who just bought.
Messages that fit the person
A repeat customer, a first-time visitor and a cart abandoner usually need different offers and creative.
Consistency across channels
Using the same segments on each platform makes results easier to compare.
Audiences that stay current
Automatic refresh avoids the slow decay of lists that were uploaded once and forgotten.
What to have ready
Segments are only as good as the data behind them. Check these points first.
- Store connectionAccess to your store, for example Shopify, so order history and customer data can be read.
- Working pixels and eventsPage view, product view, add-to-cart and purchase events reporting correctly on each platform you use.
- Privacy notices and consentA privacy policy and cookie consent that cover advertising use of customer data in the countries you sell to.
- Connected ad accountsAdmin access to the Meta, TikTok or Google accounts where segments will be used.
- Some order historySegments based on purchases need enough past orders to reach the platforms' minimum audience sizes.
- Your definition of a valuable customerFor example high margin, repeat purchases or a key product line, so segments match your business.
From customer data to live audiences
- 1Day 1
Data connection
You connect the store and ad accounts. On the trial call we confirm which data sources apply to your setup.
- 2Days 1 to 3
Data check
We check that events and order data are complete, and flag gaps such as missing purchase events.
- 3Days 2 to 4
Suggested segments
The AI proposes segments based on your data, and you accept, edit or add your own.
- 4Once segments meet platform minimums
Audiences sent to platforms
Segments are shared through each platform's audience tools. Matching can take time on the platform side.
- 5Ongoing
Automatic refresh
People move in and out of segments as new orders and visits arrive.
- 6Every few weeks, as you choose
Review
You compare how segments perform in campaigns and retire or refine the ones that do not help.
Building audiences by hand versus with Audience Builder
| Manual | With Novaris | |
|---|---|---|
| Source | Customer lists exported from the store | Store and event data read directly |
| Segment ideas | Based on what someone thinks to try | Suggested from patterns in your data, then edited by you |
| Keeping lists current | Re-exported and re-uploaded by hand | Refreshed automatically within platform limits |
| Exclusions | Often out of date | Recent buyers moved out as orders arrive |
| Use across channels | Uploaded separately to each platform | Sent to each connected platform from one place |
Audience size, matching and update frequency are controlled by each ad platform. Some segments may be too small to use until more data is available.
Getting more from your segments
Pair segments with the right message. Retargeting segments usually respond to reminders and reassurance, such as delivery and returns details, while lookalikes built from your best customers need a clear introduction to the brand. Using the same ad for everyone wastes the work of segmenting.
Watch segment sizes. A segment that is too narrow may not deliver at all, and one that is too broad loses its meaning. Adjust time windows and rules as your store grows, and merge small segments when they cannot reach the platforms' minimums.
Keep consent and data handling up to date. When you enter a new country or change how you collect data, review your notices and consent settings first. Audience Builder uses the data you have the right to use; it does not decide that for you.
Common mistakes with custom audiences
Forgetting exclusions
Showing acquisition ads to people who bought yesterday spends budget without adding new customers.
Segments that are too small
Very narrow rules can produce audiences the platforms cannot deliver to. Widen the window or merge segments.
Ignoring consent rules
Using customer data for advertising without the right notices or consent can break privacy law in many countries.
Treating every segment the same
Sending one generic ad to every audience removes most of the benefit of segmenting.
Novaris does not guarantee audience match rates, delivery or sales. Each ad platform applies its own audience rules and policies, and results depend on your products, market, budget and ad accounts.
Questions about Audience Builder
Which plan includes Audience Builder?
We confirm on the trial call how Audience Builder fits the plan that suits your store. The plan features themselves are listed on the pricing page.
Where does the data come from?
From your connected store, such as Shopify, and from the events your pixels and tags report to the ad platforms.
How often do segments refresh?
Automatically as new data arrives, within the limits each ad platform sets for audience updates. Matching on the platform side can add some delay.
Can I use the same audience on Meta, TikTok and Google?
Yes, where each platform supports that type of audience. Segments are sent through each platform's own audience tools and are subject to their rules.
Is my customer data sold or shared with others?
No. It is used to build your segments and is shared only with the ad platforms you connect, through their audience tools and under their terms.
Why is a segment not delivering?
Usually because it is below the platform's minimum size or the match rate is low. Widening the rules or the time window often helps.
Do I need a privacy policy?
Yes. You need notices and, where required, consent that cover advertising use of customer data in the countries you sell to. You are responsible for that basis.
AI Campaigns
Put your segments to work in campaigns that rebalance budget.
Open →Integrations
Connecting your store, pixels and ad accounts.
Open →Multi-platform ads
Run the same audiences on Meta, TikTok, Google and more.
Open →General information, last reviewed in November 2026. Features depend on your plan; results are not guaranteed and depend on your products, market, budget and ad accounts. Ad platforms set their own policies.
Tell us about your store.
Tell us about your store and the channels you advertise on. We set up your trial and show you the platform on a short call.