Every filter in a Pearl Diver audience used to work the same way: a visitor had to match all of them, which made broad or flexible audiences hard to build. AND/OR logic lets you set each filter group to require every condition, or to accept any one of them. You pick the setting per group, and you can change it while you build.

⚡ What you can do with AND/OR filtering

• Tighten an audience — Set a filter group to AND so a visitor has to match every condition in it.
• Widen an audience — Set the group to OR so a visitor qualifies by matching any one condition.

One click switches the whole group, so you don't reset filters one at a time.

How AND/OR filtering works

You build an audience by adding filters. Each filter narrows who qualifies. Those filters sit in a filter group, and the group's AND/OR setting controls how they combine.

A filter group in Pearl Diver, with the AND/OR selector that sets the logic for every filter in it.

• AND means every condition must match — Think of it as a checklist. A visitor qualifies by ticking every box, so each filter you add makes the audience smaller and more specific.
• OR means any condition can match — Think of it as a list of options. A visitor qualifies by matching any one filter, so each filter you add makes the audience bigger.

How filter groups behave

• One setting per group — The AND/OR selector sits at group level, not on individual filters. Every filter in the group follows it.
• Switching applies at once — Click the selector and all filters in the group flip to the new logic straight away.

Important: You can't mix AND and OR inside one group. If your targeting needs both, build separate audiences.

✅ Before you start

• Access to Audiences in Pearl Diver.
• An audience to work in, either a new one or an existing one you're editing.

How to set AND/OR logic on a filter group

1. Open Audiences — Go to Audiences in Pearl Diver and click [+] to create a new audience, or open an existing one to edit.
2. Complete the Find step — Fill it in, then click Next.
3. Open the Filter tab — This is where you add the conditions that define your audience.
4. Add your first filter — Pick a filter type such as Location, Industry, or Page Visited, then set its value.
5. Add the rest of your filters — Put any others you need into the same group.
6. Set the AND/OR selector for the group — Click it to switch between the two modes. Every filter in the group updates to match.

Switching a filter group from AND to OR updates every filter in the group and the audience size.

1. Step 7 — Watch the Audience Size indicator. The side tray updates in real time as you adjust your filters and logic.
2. Click Next — This takes you to the Action step.
3. Finish the audience — Select your Action(s), give the audience a name and an optional description, then click Save.

Example filter combinations

Each of these lives in one filter group, so every filter in it shares the same setting.

Narrow, high intent (AND)

Location is New York, NY AND Page Visited is pricing AND Industry is Financial Services
A small, precise audience of Financial Services people in New York City who have shown purchase intent.

Broad reach across metros (OR)

Location is Los Angeles, CA OR Location is Chicago, IL OR Location is Houston, TX
A larger audience spanning three metros, sized for a national campaign.

Retargeting return visitors (AND)

Sessions is greater than 1 AND Page Visited contains /products
Return visitors who came back to look at product pages.

Broad industry coverage (OR)

Industry is Healthcare OR Industry is Technology OR Industry is Retail
A wide audience across three of the largest US industry segments.

💡 Tips for better results

• Keep an eye on the audience size in the side tray as you build. Moving a group from AND to OR grows the audience; moving it back to AND narrows it.
• Set the group's logic before you add the rest of your filters. Each new filter joins under whatever setting is already there, so choosing first saves you a round of re-checking.

Need Help?

Email us at [email protected] with your account details and a brief description of what you need help with.