Audience Sizing Suggestions
As you build your audience, you will see the Projected Adult Population change as you add/remove attributes and change the logic.
If your audience becomes too small, it will affect the accuracy of insights generated for the audience as well as the ability to target that audience. While the platform will not prohibit you from saving or learning about a too-small audience, your learnings may not be statistically significant.
TIP: Even within an audience that has appropriate sample, there are still ideal audience sizes for the best insights and most strategic learnings. In most cases, we recommend for your projected adult population to be between 2% and 15%.
The lower threshold of 2% indicates the point at which a wide-scale strategic initiative can start to have some impact.
The upper threshold of 15% indicates the point at which an audience may start to look like the rest of the population, and there will be fewer insights that are clear and actionable differentiating that audience from the total population.