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Overview

This guide walks you through creating a Custom Cohort in the Permutive Dashboard. Custom Cohorts let you define precise audience segments based on user behaviors, properties, and data sources.
Prerequisites:
  • Access to the Permutive Dashboard with cohort creation permissions
  • Permutive SDK deployed and tracking events

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Steps

1

Navigate to Custom Cohorts

In the Permutive Dashboard, go to Custom Cohorts and click the + Add Cohort button.
2

Name your cohort

Give your cohort a unique, descriptive name and add relevant tags for organization or a description of the cohort. The description and tags are optional to include but can be helpful for discovery and cohort management later on.
3

Select an event

In the Cohort Builder, select the event you want to base your cohort on (e.g., Pageview, VideoView, custom event, etc.).
4

Define targeting criteria

Configure your targeting using:
  • Properties: Filter based on event properties like URL, title, or custom properties
  • Recency: Specify the time window (e.g., “in the past 30 days”)
  • Frequency: Set how many times the action must be performed (e.g., “at least 3 times”)
5

Add conditions

Chain multiple conditions together using AND and OR logic to create complex targeting rules.
6

Calculate audience size

Click Calculate next to Audience Size to see how many users would have qualified for this cohort over the past 30 days. This is the Predicted Audience Size (PAS) — a historical estimate useful for forecasting scale. Once the cohort is saved and deployed, a separate Live Audience Size (LAS) metric tracks users as they are evaluated (updated approximately every 4 hours). For more details, see Predicted and Live Audience Size.
7

Save and deploy

If the audience size meets your needs, click Save to deploy the cohort.
Creating a custom cohort

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Tips

Building effective cohorts:
  • When using client.url contains, avoid the trailing / on the URL. The Permutive SDK sanitizes URLs, so example.com/123/ is counted as example.com/123.
  • Commas are useful when uploading multiple property values at once. When building cohorts with values containing commas (e.g., 20,000), escape commas with a backslash: `\20,000`.

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Next Steps

Activate Your Cohort

Send your cohort to advertising platforms

Targeting by ISP

Target users based on Internet Service Provider

Using Audience Imports

Build cohorts from external data sources

Back to Custom Cohorts

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