Merchants & developers

Targeting, pages, audiences, and segments

Defines who and what page qualifies for experiments, feature flags, and personalization rules.

Simple terms

Targeting answers the question: who is eligible to see this thing, and on which pages?

Defines who and what page qualifies for experiments, feature flags, and personalization rules.

Routes

Runtime page matching supports exact, wildcard, and regex URL rules.
Segments combine page, traffic, behavior, customer, device, and Shopify/customer signals into reusable audience definitions.
SDK-backed mutation experiments evaluate device, browser, browser version, OS, cookie, URL parameter, language, referrer, UTM, and visitor audiences client-side.
Redirect experiments evaluated at the edge can only use URL, page, and URL-only segment criteria; use mutation experiments for non-URL audience criteria.
Experiment targeting JSON can reference direct URL rules or saved segment rules depending on the workflow.
Legacy pages redirect into the current audience system, but the underlying runtime still understands URL patterns.

Create broad page groups for repeated target surfaces such as PDP, cart, homepage, and collection pages.
Use exact URLs for one-page tests, wildcard for families of pages, and regex only when pattern control is needed.
Build saved audiences when the same visitor logic will be reused across tests, flags, or personalization.
Review targeting before launch when an experiment does not appear in preview.

Do not use a broad audience when a page-specific test only belongs on one surface.
Do not use regex unless exact or wildcard matching cannot express the rule.
Do not rely on behavior/customer signals before those signals are actually collected for the shop.

Audience pages live under src/app/(dashboard)/audience; legacy page routes live under src/app/(dashboard)/pages.
Handlers live under /api/segments and /api/pages.
Matching logic is shared by dashboard targeting utilities and the SDK runtime URL/segment evaluation.

Prisma models: Segment with rules JSON, Page, and Experiment.targeting JSON.
APIs: /api/segments, /api/pages, and analytics page data endpoints.
SDK URL matcher evaluates current location before assignment and mutation.

No match because of protocol, trailing slash, query strings, or an overly narrow regex.
Audience rule depends on a signal that has not been collected yet.
Multiple eligible tests can conflict; check conflict output and traffic allocation.