> ## Documentation Index
> Fetch the complete documentation index at: https://docs.digifist.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Audience Targeting

> Build campaign audiences using Customer Lists and Segments, with include/exclude rules and real-time reach estimation.

Campaigns in Galantis use a flexible audience composition model — you select one or more Customer Lists and Segments, set each as include or exclude, and Galantis calculates the deduplicated audience count before you send. Only customers with `SUBSCRIBED` marketing consent are included in the final send, regardless of list or segment membership.

## What this covers

* How audience selection works
* Including and excluding lists and segments
* Estimating reach before sending
* How deduplication and consent filtering are applied

## How audience targeting works

Campaigns use a flexible audience composition model for audience composition. You build your target audience by combining any number of Customer Lists and Customer Segments:

* **Include** — customers in this list or segment are added to the potential audience
* **Exclude** — customers in this list or segment are removed from the potential audience, even if they appear in an included list or segment

Exclusions always take precedence over inclusions. A customer who appears in both an included segment and an excluded list will be excluded from the send.

## Selecting your audience

<Steps>
  <Step title="Open the campaign audience step">
    In **Campaigns → New Campaign** (or an existing draft), navigate to the audience configuration step.
  </Step>

  <Step title="Add lists or segments to include">
    Select one or more Customer Lists or Customer Segments and mark them as **Include**. You can mix lists and segments in the same campaign.
  </Step>

  <Step title="Add exclusions (optional)">
    Select any lists or segments you want to remove from the audience and mark them as **Exclude**. Common exclusions include recent purchasers, recently messaged customers, or customers already in an active automation sequence.
  </Step>

  <Step title="Estimate reach">
    Click **Estimate Reach** to preview the deduplicated, consent-filtered audience count before sending.
  </Step>
</Steps>

## Reach estimation

The reach estimate reflects:

* All customers from included lists and segments
* Minus customers removed by exclusion rules
* Minus duplicate customers who appear in multiple included sources
* Minus customers whose `marketing_state` is not `SUBSCRIBED`

The estimate is a preview only — the final audience is recalculated at send time to account for any changes in segment membership or consent status that occur between estimation and dispatch.

<Note>
  Reach estimates can differ from final send counts when segment membership changes between estimation and send time — for example, customers who unsubscribed or whose data changed in a way that affects segment rules.
</Note>

## Example targeting logic

```
INCLUDE: Segment "High LTV Mexico"
INCLUDE: List "VIP Customers"
EXCLUDE: Segment "Purchased in last 7 days"
```

In this example, the audience includes all customers in the High LTV Mexico segment and the VIP Customers list — but removes any who purchased within the last 7 days, regardless of which included source they came from.

## Consent filtering

Regardless of targeting configuration, the final send audience is filtered to include only customers with `marketing_state = SUBSCRIBED`. Customers with any other consent state — `NOT_SUBSCRIBED`, `UNSUBSCRIBED`, `PENDING`, `UNKNOWN`, `INVALID`, or `REDACTED` — are automatically excluded from delivery.

This filtering runs at send time, not at estimation time. A reach estimate may include customers who are later excluded at send if their consent state changes between the two steps.

## Credit requirements

Galantis validates that your credit balance is sufficient to cover the estimated audience size before allowing a campaign to launch. If credits are insufficient, the campaign will be blocked at the pre-launch compliance check. See [Compliance Checks](./compliance-checks) for the full pre-launch validation list, and [Billing Overview](/whatsapp/billing/overview) for credit management.

## Best practices

* **Always add a recent-purchaser exclusion.** Customers who just bought are less likely to need a promotional message and more likely to find it irrelevant. A segment rule of `Days since last order < 7` is a low-effort exclusion that protects engagement rates.
* **Use Estimate Reach before every send.** A quick check prevents surprises — especially if you have added or removed customers from lists recently or updated segment rules.
* **Layer lists and segments thoughtfully.** Include/exclude logic can become difficult to audit when many layers are combined. Document your targeting rationale, especially for recurring campaign audiences.
* **Keep exclusion lists current.** A "Do Not Contact" or suppression list is only effective if it is maintained. Review and update exclusion lists regularly.

## Related guides

* [Audience — Lists](/whatsapp/audience/lists) — Creating and managing static Customer Lists
* [Audience — Segments](/whatsapp/audience/segments) — Dynamic rule-based segment configuration
* [Compliance Checks](./compliance-checks) — Pre-launch checks including consent validation and credit balance
* [Personalization](./personalization) — Using customer data in message content