Audience criteria

Creating meaningful and targeted audiences is a core part of using the Loyalty Engine effectively. Our platform offers two powerful ways to define audience criteria — Query Builder and Expression Editor. Each method provides different levels of control and complexity, allowing you to build segments that match your use case, whether you need simple rules or advanced logic.

This page introduces both options to help you choose the right approach for your audience strategy. You can explore each in more detail on their dedicated pages.

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Query builder

The Query Builder is a visual, user-friendly tool that lets you create audience segments using predefined criteria. It’s ideal for marketers and analysts who want to quickly define rules based on customer attributes, actions, or engagement data — without needing to write code or logic.

Key benefits

• Visual, no-code interface

• Fast to set up with predefined criteria options

Limitations

• Less flexible for highly specific or custom conditions

• Difficult to represent complex logic or calculations

• Can't calculate event values across a range of events (e.g., totalling how much was spent in a given month across all transaction events)

Find out more in the Audience query builder article.

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Expression editor

The Expression Editor is a more advanced tool that gives you full control over your audience logic. It uses JSONata expressions to allow you to define complex conditions, use nested logic, or reference calculated fields across multiple events or data sources.

Key benefits

• Maximum flexibility for complex audience definitions

• Supports advanced logic, grouping, and time-based calculations

• Can utilise variables to enable easy duplication of audience logic

Limitations

• Requires familiarity with JSONata

Find out more in the Audience expression editor article.