Campaign Audiences & Cohorts

A campaign always targets a specific audience. WandStore turns that audience into a cohort (an audience group), resolves it against live Shopify data, and uses the result to tag customers and send the campaign email.

Three ways to set the audience

Source	How it’s set
AI-chosen	When you generate a recommendation, the agent picks the strongest audience from its full analysis — either a Shopify customer tag when that tag is genuinely the best target, or a hand-picked set of customers when a curated group beats any tag.
Assign a cohort	On the campaign detail page, attach one of your existing WandStore audiences (cohorts), including AI smart cohorts.
Assign a Shopify tag	Attach any existing Shopify customer tag as the audience.

Every audience also gets a public label — a friendly name you control, like Memorial Day shoe picks — used in the dashboard and around the campaign.

How an audience becomes a cohort

When you Prepare package, WandStore converts the chosen source into a campaign cohort:

• Shopify tag → auto-creates a cohort from tag:<your tag>.
• Hand-picked customers (from the agent) → auto-creates a cohort from that exact customer list.
• Existing cohort → used directly.

WandStore then resolves the cohort against live Shopify data to produce an audience snapshot: the member list, supporting evidence, and the counts below. This snapshot is what the campaign tags and emails against.

Two counts that matter

Both are shown throughout a campaign:

Count	Meaning
Total members	Everyone in the resolved audience.
Email-eligible members	The subset subscribed to and eligible for marketing email in Shopify. Only these are ever emailed.

At send time each recipient is re-checked against live Shopify data: anyone whose marketing eligibility has lapsed or whose email is missing is excluded from the send, and the exclusion is recorded. If no one in the audience is email-eligible, the email step is simply skipped and the rest of the campaign still runs.

No empty campaigns

A campaign can never target an audience that resolves to zero members. If the agent’s chosen audience can’t be resolved or comes back empty, generation fails with a clear reason instead of producing an empty campaign.

Smart cohorts (AI audiences)

Smart cohorts are WandStore’s AI-segmented audiences. Rather than you picking a tag, the AI groups customers from raw signals (spend, orders, recency, email eligibility, geography, and more), writes a customer tag for the group, and membership flows through Shopify’s tag rails. A smart cohort can be assigned to a campaign like any other cohort.

You create and manage cohorts — manual and smart — in Apps > WandStore > Audiences. See Audiences for the full cohort workflow.

Cohort type	How membership is decided
Manual (tag) cohort	You assign a shared Shopify customer tag to the customers you want, then build the cohort from that tag.
Smart cohort	The AI segments your customers and writes the tag for you; membership follows that tag.

Storefront delivery to cohort members

Once a campaign is live, members of its cohort see the campaign’s onsite widget automatically on organic logged-in visits — WandStore recognizes their cohort membership and serves the campaign experience in the chosen app-block spot, ranked above their own personalized content there. For the full behavior, see Campaigns › How a live campaign reaches shoppers.

Related pages

• Campaigns - The full campaign workflow.
• Audiences - Create and manage cohorts and smart cohorts.
• Campaign Emails - Who receives the email and when.
• Data Usage - What customer data is used to resolve audiences.