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

# Target Audience

Target Audience is where a personalization experiment takes shape. It sets how many visitors take part, and it defines the variants along with the audience each one serves.

## Traffic Allocation

Traffic allocation sets the percentage of your visitors who become part of the campaign, from 1 to 100. It defaults to 100.

Lower it to introduce a personalized experience gradually. If your site gets 100 visitors a day and you want 20 of them in the experiment, set it to 20%.

<Note>
  This is one figure for the whole experiment. Personalization has no control group and does not divide traffic between variants. Which variant a visitor receives depends on the audience they match, not on a percentage split.
</Note>

## Define Target Type and Its Variants

**Target Type** is chosen once and governs the whole experiment. Each variant then holds its own values for that one type — you cannot target one variant by location and another by device.

| Target Type        | Targets                                                               |
| ------------------ | --------------------------------------------------------------------- |
| **Segments**       | Predefined user groups, based on demographic or behavioral attributes |
| **UTM Parameters** | Users arriving via specific ad campaigns or UTM parameters            |
| **Locations**      | Users by geographic location                                          |
| **Devices**        | Users by device type, such as mobile or desktop                       |

Below the dropdown, each variant appears as its own block. Use the pencil to rename a variant, **Remove** to delete one, and **Add Variant** to add another.

The fields inside a block depend on the type. **Locations** offers Countries, Region/States, and Cities.

<Frame>
  <img src="https://mintcdn.com/experro/sN0ReMNC_1loUrNq/images/experiments/personalization/pers_target_audience.png?fit=max&auto=format&n=sN0ReMNC_1loUrNq&q=85&s=cf9e1b9f8cc474a8779f18be2e7c2b1c" alt="" width="1920" height="881" data-path="images/experiments/personalization/pers_target_audience.png" />
</Frame>

## Worked Example

A two-variant experiment with **Target Type** set to **Locations**:

| Variant   | Countries | Region/States                       | Cities                  |
| --------- | --------- | ----------------------------------- | ----------------------- |
| Variant A | India     | National Capital Territory of Delhi | Delhi                   |
| Variant B | India     | Andhra Pradesh                      | Anaparthy, Chipurupalle |

A visitor browsing from Delhi receives Variant A. A visitor browsing from Anaparthy receives Variant B.

## Key Considerations

* Every variant needs values before the experiment can start.
* **Target Type** applies to the whole experiment. Changing it changes it for every variant.
* Check that each set of values matches meaningful traffic before launching. A variant targeted at a few dozen visitors a week will not produce readable results.

## What's Next

* [Condition Based Targeting](/experiments/targeting/condition_based_targeting)
* [Duration](/experiments/personalization/duration)