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Targeting Content in Builder

Targeting content for specific audiences can help you drive customer acquisition and retention. By showing specific content to specific visitors you can better serve your customers' needs.


To get the most out of this article, you should be familiar with the following:

Targeting overview

Out of the box, Builder provides two targeting attributes available to everyone: Device and URL.

Using plugins you have more attributes available. In addition, for Growth plans and higher you can add your own attributes. Builder refers to all these non-default targeting attributes as Custom Targeting Attributes.

Shopify is the canonical example of an integration that provides many more targeting attributes, but Builder has e-commerce plugins for many different platforms, and they provide custom targeting attributes as well.

This video provides an overview of how targeting works.

In Builder you can target specific pieces of content to customers based on attributes such as whether they have purchased a product from a certain collection, which product page they are on, or whether they have a product with a specific tag in their cart.

👉 Tip: For more information on learning how to target based on query parameters, check out this Builder Forum discussion.

Accessing targeting attributes

To use targeting, click the Targeting icon at the top of your Builder page.

In the Targeting dialog, click +Target, and choose a property from the dropdown menu.

For out-of-the-box implementations, the options you see in the dropdown are Device and URL path.

For Shopify, the options are shown below and other plugins provide similar attributes. This topic concentrates on default and Shopify implementations.

Select each tab below for the targeting attributes available to you.

Default Built-in Attributes

Shopify Custom Attributes

Out of the box, Builder allows you to target based on device (desktop, tablet, mobile) or specific URL path. But you can take that a step further by setting up custom targeting in Growth plans and greater.

Targeting in action

Once you've chosen a targeting attribute, when a user visits the page you've set the attribute on and meets the targeting criteria, the content will be displayed.

The pages in your Builder Space are listed in the order in which they will be tested against. Your alternate pages for a target condition all exist at the same URL. So the request for the URL comes in and Builder goes down the list of pages that exist at that URL. The first one meeting the targeting condition you set is the version that will be shown to that user for that request/visit.

Note the screen shot below. There are four versions of the homepage. They have different names for the purposes of your library and they will have different content, but they are all at the same URL.

So let's say home2 has the Device targeting attribute set to Mobile. In that case, when your user visits from their phone, they will see the content you have in home2.

You might set the page called "home" to the Desktop device, so desktop users will see that page. If none of the pages have a targeting attribute of Tablet, then whichever page at /home that has no device targeting attribute set is the one that will display. So it's a good practice to be sure all your conditions have a fall-back page in case none of the conditions are met.

Next steps

  • By creating your own custom targeting you can define the parameters you want to target. You can learn how to create them in Custom Targeting Attributes. This article is developer-focused.
  • You can leverage targeting in a variety of ways for your store—check out the tutorial for how to create a product promotion targeted on specific product or collection pages.
  • Take your targeting a step further by scheduling your content and creating A/B tests to measure your page performance.

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