---
title: Audience criteria
slug: cms-12/docs/audience-criteria
docTags: 
createdAt: 2026-08-10T15:55:55.000Z
---

Personalization in CMS lets you target website content to selected *audiences* (formerly called *visitor groups*). See [Audiences](docId\:LobkK1ZzP8EBsvztqwifN). CMS comes with the following built-in audience criteria.

## Site criteria

- **Selected Language** – Checks which language the visitor is viewing a page in when using fallbacks. For example, check if the visitor views a page in English by selecting the **In** condition or not in the Svenska language by selecting the **Is Not** condition. Languages which are defined and enabled are available in the list.

  ![Selected language is english](https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/wQPh9SdB5IQqFzfddrYIu-20260720-145543.png)
- **Number of Visits** – Matches the number of times the visitor has visited the website. You can specify Less than, Equal, or More than within a number of days (weeks, months, or years), or since a date, or in total. For example, *Less than 1 \[visit] within 10 days*.

  ![Number of Visits Criteria](https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/K98IelK7yWEy2_P-oAtRf-20260720-145543.png)
- **Visited Category** – Select one of the website's page categories. You can also select a number of pages that use the category and were visited. The visitor must have visited the specified number of pages to which the category is applied. For example, *Category Alloy Meet viewed at least 3 pages out of 4 pages*.

  ![Visited Category Criteria](https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/ZKZ_ve1MXRAnxIV-lS5nW-20260720-145543.png)
- **Visited Page** – Select a site page. If the visitor has visited that page during the current session, the criteria is considered met.

  ![Visited Page Criteria](https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/EI0POV3VPZHs9XNuSUzh3-20260720-145543.png)

## Technical criteria

- **Display Channel** – Matches the visitor’s current display channel when visiting the website; that is, it distinguishes between web and mobile visitors. Add the **Display Channel** criterion from the **Technical Criteria** category, and select **Mobile** or **Web** channel.

  ![Display Channel criteria](https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/FpwQnZZpOChyQsBBBvU0f-20260720-145543.png)
- **IP Range** – Matches an exact IP address or an IP range that is **equal to or above**, or **equal to and below** a defined IP number, used by the visitor when visiting the website.
  - **Equal to** – To match with an exact IP address, select the equal sign (**=**) and enter the exact IP address.

    ![IP Range Criteria](https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/4TCN9wCApBv3NUQmW6T9u-20260720-145543.png)
  - **Equal to or above** (**>=**) – If you use the 'greater than or equal to' sign (**>=**), the visitor's IP address and the specified IP address are converted into integers and compared. Suppose the integer from the visitor's IP address is the same as or *higher* than the integer of the specified address. In that case, the audience criteria are considered met, and the visitor is part of the audience.
  - **Equal to or below** (**\<=**) – If you use the 'less than or equal to' sign (**\<=**), the visitor's IP address and the specified IP address are converted into integers and compared. Suppose the integer from the visitor's IP address is the same as or *lower* than the integer of the specified address. In that case, the audience criteria are considered met, and the visitor is part of the audience.
- **OS & Browser** – Select the operating system and browser.

  ![OS and browser criteria](https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/kql6ylXOYn1BB-Bdn84ZP-20260720-145543.png)
- **Role** – Matches the visitor's access role when visiting the website. You can include roles using the In Role condition and exclude roles using the **Not in role** condition.

  ![Role Criteria](https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/IzpMrmEhdIkWERwf37z1v-20260720-145543.png)

## Time and place criteria

- **Event** – Matches a set date period.

  ![Event Criteria](https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/5prEt2qP-7yydigcQxe54-20260720-145543.png)

:::Paragraph{indent="1"}
For example, you can configure this audience criterion for sale events on the first day of every month by selecting the **Every Month** recurrence.
Recurrence can be:
:::

:::Paragraph{listStyleType="disc" indent="2"}
**Every Month** – Occurs on a specific day in every month, with start from the set **Start Time**.
:::

:::Paragraph{listStyleType="disc" indent="2"}
**Every Year** – Occurs once a year on a specific day, with start from the set **Start Time**.
:::

:::Paragraph{listStyleType="disc" indent="2"}
**Never** – Not in the time period specified between **Start Time** and **End Time**.
:::

:::Paragraph{listStyleType="disc" indent="2"}
If **Every Month** or **Every Year** recurrence type is selected, **End Time** is disabled.
:::

- **Time of Day** – Matches the set time period. For example. *Saturday and Sunday between 7 a.m. and 5 p.m*.

  ![Time of day Criteria](https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/r7PmR8RY-jWfQtP-SdiHN-20260720-145543.png)
- **Time On Site** – Matches the total length of a user’s visit since the session started. If the total length of time is greater than or equal to the configured time, then the audience criterion is considered met.

  - **Time On Site** – The value range is from 0 to 60.
  - **Duration Unit** – The duration can be **Seconds**, **Minutes**, or **Hours**.

  ![Time On Site Criteria](https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/7I5y8H90iBRIxymTdZ20A-20260720-145544.png)
- **Time Period** – Matches the time and date of the visit. The audience criterion is considered met if it is within the specified time period. From the **Time and Place Criteria** category, drag and drop the **Time Period** criterion.

  ![Time Period criteria](https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/CDbQrfzcWVW8dVOBlLC2x-20260720-145544.png)

## URL criteria

- **Download File** – Matches a specific file considered already viewed or loaded by browsers. The file path can be the file name only or a relative path to a file. The audience criterion is considered met if the path to a loaded image contains the configured path. For example, you can use this criterion to check if the image *CompanyLogo.png* is viewed by entering the path to the image.

  ![Download File Criteria](https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/SIP7-DyK9lvxYaqpJAUkF-20260720-145544.png)
- **Query string** – Matches the request to see if it contains a query string key with the specified value. Conditions can be:
  - **Exist** – Checks only if the key exists in the query string.
  - **Has Value** – Checks both the key and the value represented in URL’s query string.
    When the **Exist** condition is selected, the **Value** text box is disabled.

    ![Has Value Criteria](https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/Hn94KIcuZBhfjxXMIc1ju-20260720-145544.png)
- **Referrer** – Matches the Host name or URL of the referred page that was clicked before entering the site, such as a search engine result page. You can decide if the referrer criteria matches on equal, contain, start with, or end with a specified value for the whole or parts of the Host name or URL.

  ![Referrer Criteria](https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/hMZldh_BXgSbzgV2kCFuV-20260720-145544.png)
- **Search Keyword** – Stores the URL of the referred page that was clicked before entering the site, such as the URL of a search engine result page. Your partner developer can define this criteria to specify the search word to match against the URL by a regular expression. The regular expression finds search words in the URL.

  ![Search Keyword Criteria](https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/RBos9nuceau2IilI2ghhT-20260720-145544.png)

  :::hint{type="info"}
  **Note**

  This criterion is not compatible with Google due to privacy restrictions for Google searches.
  :::
- **Landing URL** – Matches the URL with which the visitor enters the site. You can decide if the landing URL is equal, starts with, or ends with the with a specified value. For example, *contains* [www.example](http://www.example) to match [www.example.com](http://www.example.com), [www.exampleURL.com](http://www.exampleURL.com) and so on.

  ![Landing URL Criteria](https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/-Hzwm5lB_wSv1GW_ZyDZb-20260720-145544.png)

## Audience Membership criteria

- **Audience Membership** – Select members from existing audiences. For example, *Member of Alloy Track for free*, or *Not a Member of Start Customer Club*.

  ![Audience Membership criteria](https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/iED3OrjC-YDd_CWT9dOxw-20260720-145544.png)

## Optimizely forms criteria

:::hint{type="info"}
**Note**

Optimizely Forms is an add-on and must be installed separately. The Optimizely Forms Samples package must be installed for the forms audience criteria to work. See [Optimizely Forms Samples package](docId\:iuBeFWU1XVa80qHBgxw9i) for information.
:::

- **Submitted Form** – Matches when a visitor submits (or does not submit) a particular form that you select from a drop-down list. For example, *Has Submitted Job Application*. See [Example: Form and form values](docId\:atyko6gE9PR9pvECy2b3u).
- **Submitted Form Value** – Matches when a visitor submit a particular form value. See [Example: Form and form values](docId\:atyko6gE9PR9pvECy2b3u).

## ![Optimizely Customized Commerce icon](https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/YVnNHpGgfvJio332ayx7g-20260720-145544.svg "Optimizely Customized Commerce") Optimizely Commerce Connect audience criteria

Audience criteria specific for e-commerce, such as customer properties, markets, and order frequency criteria. See [Personalization for Optimizely Commerce Connect](../../content-recommendations/faq/commerce-connect-specific-audience-criteria.mdx).

## ![Optimizely&#xA;  Marketing Automation icon](https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/vh9c9BlDeXlgiGRfver0S-20260720-145544.svg "Optimizely Apps & Integrations") Optimizely Marketing Automation audience criteria

Audience criteria specifically designed for [marketing automation](docId\:lw3KOQMT4bS88DycCZNow).