How to Create an Audience and Use Filters in Pearl Diver

🤷‍♀️ What Is an Audience Filter?

An audience filter lets you split up your website visitors into clear, meaningful groups based on demographics traits or behavior.

This makes targeting smarter, marketing sharper, and spending more efficient. Whether you’re defining your ICP or carving out high-interest segments, this tool helps you tailor your outreach.

🛠 How to Build an Audience Filter

1. Sign in to Pearl Diver

2. On the homepage of your dashboard, click the “+” icon next to Audiences.
   You can also open the Audience icon in the left-hand menu.
   
   

3. Select Your Website(s)
   Choose the website(s) whose traffic you want to use for building your audience.
   Once selected, click Next.
   
   

4. Set Up Your Filters
   Now you’re in the Filters section.

   

   
   Each filter has three parts:

   • Identifier – The attribute you want to target (e.g., “Age,” “Industry,” “Visit Count”).

   • Operator – The condition for your identifier (e.g., “Is,” “Greater Than,” “Less Than”).

   • Value(s) – The details (e.g., “25–34” for Age, “Sales and Marketing” for Industry, “5” for Visit Count).

   💡 Tips for using filters:

   • You can add up to unlimited filters, however keep in mind that your audience will get narrower the more filters you add.

   • Don’t repeat the same identifier twice.

   • Finish one filter before adding another.

   • Click “Add Filter” to add more.

   • Click the Trash icon to remove one.

5. Check Audience Size and click Next
   Your audience size will calculate in real time. Once you’ve finished selecting and completing your filters, and are happy with the audience size, press Next.

   

6. Choose an Action
   Decide where you want to send your data - whether that’s an ad platform, CRM, email marketing tool, or export it to your email. 

   • If you see your platform listed, select it and continue.

   • Don’t see your CRM or email tool? You may still be able to connect it using Zapier, which links Pearl Diver with thousands of other apps. 👉 Check out our Zapier guide here

   • Not ready to send the data anywhere? No problem, you can skip this step and move straight to Step 7 

7. Name Your Audience
   Give your audience a clear name. You can also add a description (optional).
   

8. Save Your Audience
   When you’re happy with your setup, click Save. A popup will appear with two options:

   • Save and Favourite – This will pin the audience to your dashboard homepage for quick access. (Note: You can only have up to 6 favourites on the dashboard)

   • Save Only – Your audience will still be saved, but it will live in the Audiences section instead of the homepage.

   
   
    

📋 Quick Overview