In an increasingly complex digital advertising landscape, marketers are continually seeking effective methods to re-engage users and drive better returns on ad spend. The traditional methods of remarketing are rapidly losing effectiveness as cookie-based targeting fades due to privacy regulations and browser updates. Enter LiveIntent’s Dynamic Audiences — a cutting-edge solution designed for precision, scale, and identity-resolved targeting.
This comprehensive guide explores what Dynamic Audiences are, how they work, why they’re game-changing, and how to implement them for maximum results.
Table of Contents
🔍 What Are Dynamic Audiences?
Dynamic Audiences are real-time, auto-refreshing audience segments created from behavioral data collected on your website or app through LiveIntent’s LiveConnect tracking technology. These segments aren’t static lists. Instead, they dynamically update based on user interactions, such as:
- Visiting a category or product page
- Adding items to a cart
- Starting or completing a purchase
- Submitting a lead form or signing up for a newsletter
By capturing these signals, advertisers can build and manage highly targeted and responsive segments that adjust in real-time to user behavior. This makes Dynamic Audiences incredibly powerful compared to traditional, one-time uploads or static email lists.
For example, suppose a user browses winter jackets but doesn’t buy. With Dynamic Audiences, that user is automatically added to a “Product Viewers – Winter Jackets” segment. If they come back and make a purchase, they are automatically removed or moved into a “Recent Buyers” segment for post-purchase messaging or suppression.
Dynamic Audiences help you create a full-funnel strategy that aligns with the buyer’s journey, reduces waste, and improves message relevance. It allows for refined retargeting and smarter prospecting, enabling brands to engage users more meaningfully at every stage.
🚀 Why Use Dynamic Audiences?
LiveIntent’s Dynamic Audiences bring multiple advantages to modern marketers. Their unique value lies in their ability to automatically adjust, stay current, and tie directly into identity-based advertising. Here’s a breakdown of the most impactful benefits:
1. Precision Targeting
Traditional remarketing often casts a wide net, serving ads to users who may no longer be in-market. Dynamic Audiences refine this approach by targeting based on recent, trackable behavior. This ensures your ads are seen by users who are more likely to engage or convert.
2. Suppression Control
Advertisers often waste budget by showing ads to users who have already purchased. Dynamic Audiences allow you to exclude such users automatically, thus avoiding overexposure and unnecessary ad spend. This not only reduces annoyance but also optimizes your budget.
3. Behavioral Segmentation
Segment your users based on actions taken — such as “Added to Cart but Not Purchased,” “Viewed Pricing Page,” or “Signed Up But Inactive.” This segmentation makes it easier to craft personalized and relevant ad messages that speak directly to where the user is in their decision-making journey.
4. Real-Time Updates
Because these audiences update automatically as users interact with your site, you never have to worry about stale data. Your campaigns stay aligned with current user intent, ensuring higher CTRs and improved conversion rates.
5. Identity-Resolved Targeting
Unlike cookie-based audiences, Dynamic Audiences in LiveIntent rely on hashed email addresses and other identity markers. This ensures targeting remains effective even as third-party cookies become obsolete.
Table: Dynamic Audiences vs. Traditional Remarketing
| Feature | Dynamic Audiences | Traditional Remarketing |
|---|---|---|
| Updates in Real Time | Yes | No |
| Identity-Resolved | Yes (via email hash) | No (cookie-based) |
| Behavior-Based Segments | Yes | Limited |
| Suppression Control | Automatic | Manual |
| Future-Proof | Yes | No |
🤝 Best Practices for Remarketing with Dynamic Audiences
If you want to get the most out of Dynamic Audiences, you need more than just data collection. You need a strategic approach to segmentation, messaging, and timing. Here are some in-depth best practices to guide your success:
1. Segment by Funnel Stage
Mapping user behavior to funnel stages helps craft the right messaging for the right moment.
- Top of Funnel (Awareness): Users visiting the homepage or informational blog pages. Target with educational content or brand introductions.
- Mid-Funnel (Consideration): Visitors who view product or category pages. Serve ads focused on benefits, comparisons, and offers.
- Bottom Funnel (Decision): Users who added items to their cart or started checkout. Use urgency-driven creatives like “Don’t Miss Out” or “Only a Few Left.”
This ensures you’re not hitting new users with hard-sell messages or serving generic brand ads to cart abandoners.
2. Exclude Recent Buyers
Always suppress users who recently converted. Retargeting them immediately post-purchase wastes budget and irritates users. Instead, move them into a “Thank You” flow or set up rules to bring them back with replenishment campaigns later.
3. Use Time-Based Rules
Build audiences around recency. For example:
- Users who abandoned their cart in the last 24 hours
- Visitors who browsed high-intent pages 3–7 days ago
- Buyers who haven’t returned in 30+ days
Time-based segmentation helps trigger timely and relevant messages when purchase intent is highest.
4. Leverage Suppression + Retargeting Together
Your most efficient campaigns will combine both retargeting (users who need a nudge) and suppression (users who no longer need to see ads). This dual strategy maximizes efficiency.
📊 Real-World Examples of Dynamic Audience Remarketing
🎀 Example 1: Beauty Brand Tackles Cart Abandonment
Scenario: A skincare company notices a high cart abandonment rate.
Implementation: They create a Dynamic Audience of users who add a serum or moisturizer to cart but don’t purchase within 6 hours. They suppress those who convert.
Ad Creative: “Glow isn’t optional. Your serum is still waiting. Get 15% off before it’s gone.”
Results: Cart recovery rate improves by 22%, with CPCs 18% lower than previous static remarketing.
🎒 Example 2: DTC Apparel Retargets Seasonal Visitors
Scenario: A fashion brand wants to push winter jackets.
Implementation: They segment users who visited the “Winter Collection” in the past 7 days.
Ad Creative: “Snow-ready styles that sell out fast. Shop Winter Jackets Today.”
Results: ROAS improved 35%, with a 2.6x lift in CTR compared to broad prospecting ads.
🫅 Example 3: Subscription Brand Drives Reorders
Scenario: A haircare brand sees many customers not returning after 30 days.
Implementation: They build a Dynamic Audience of buyers who haven’t repurchased in 30+ days.
Ad Creative: “Running low? Refill your favorite shampoo now and get free shipping.”
Results: Reorder rate jumped 28%, and email CTRs increased 12% for the same segment.
🛠️ How to Set Up Dynamic Audiences with LiveIntent
Getting started is simple but strategic. Here’s a step-by-step guide to implement LiveIntent Dynamic Audiences:
Step 1: Install the LiveConnect Base Pixel
This pixel collects session data and user activity across your site. It should be added to all pages via your tag manager or directly in your site’s code.
Step 2: Add Event Tags
Set up specific tags to track key actions:
- PageView
- AddToCart
- Purchase
- LeadFormSubmit
Each event can carry metadata, such as product name, price, or category, which helps in building more granular segments.
Step 3: Build Audiences in LiveIntent
Within the LiveIntent platform, create Dynamic Audiences using the collected event data. Segment by behavior, time, and funnel stage.
Step 4: Launch Targeted Campaigns
Design creative tailored to each segment. Connect these audiences to your email or display line items.
Step 5: Monitor & Optimize
Use LiveIntent’s Slicer tool to track performance by segment, publisher, creative, and more. Adjust bids and messages based on real-time performance insights.
📊 Final Thoughts
Dynamic Audiences offer a robust and forward-looking approach to customer remarketing. As cookies phase out and privacy becomes paramount, these identity-based segments empower brands to market smarter. With LiveIntent, you tap into logged-in inventory (email) while also retargeting across the web, all using real-time behavior.
For marketers serious about performance and scale, this is the new gold standard.
Ready to future-proof your remarketing strategy? Start with Dynamic Audiences today.
🔑 10 Key Takeaways from “Customer Remarketing with Dynamic Audiences”
1. Dynamic Audiences Are Real-Time and Behavior-Based
Unlike traditional static segments, Dynamic Audiences automatically update based on real-time user interactions like page visits, cart additions, and purchases. This ensures advertisers are always targeting users based on their most recent behavior.
2. They Power Full-Funnel Marketing
Dynamic Audiences allow segmentation by funnel stage — from awareness to consideration to decision. This lets marketers tailor their creative and messaging precisely to where a user is in the buying journey.
3. Precision Targeting Improves Efficiency
By narrowing in on users with active intent signals, marketers reduce waste and improve conversion likelihood. Targeting only those who are still in-market leads to better CPA and ROAS.
4. Automatic Suppression Saves Budget
LiveIntent allows for automatic suppression of converted users. This helps prevent overexposure, lowers user fatigue, and reallocates budget toward net-new or still-engaged users.
5. Time-Based Rules Enhance Personalization
Dynamic Audiences can include or exclude users based on time-based logic — such as “visited 3 days ago” or “hasn’t purchased in 30 days.” These rules boost ad relevance and timing precision.
6. Identity-Resolved Targeting Future-Proofs Campaigns
With cookie deprecation on the horizon, identity-based advertising using hashed emails (LiveIntent’s specialty) is critical. Dynamic Audiences are built for this shift, offering durable tracking and targeting.
7. Best Used in Combination with Retargeting & Suppression
The most efficient strategies blend remarketing to active prospects with suppression of inactive or already-converted audiences. This dual-track method maximizes both performance and user experience.
8. Real-World Results Prove the Impact
Case studies in beauty, fashion, and subscription brands demonstrate how Dynamic Audiences drove +22% cart recovery, +35% ROAS, and +28% reorders — proving effectiveness across verticals.
9. Setup Is Simple with LiveConnect
Implementation involves installing a base tag and specific event tags (e.g., AddToCart, Purchase). These form the backbone for audience building and conversion tracking in the LiveIntent platform.
10. Performance is Optimized with Slicer
LiveIntent’s Slicer tool enables detailed analysis of campaign metrics by audience, creative, and publisher. This empowers data-driven decision-making and agile optimization.
❓1. What is a Dynamic Audience?
Answer: A Dynamic Audience is a real-time, auto-refreshing segment created using behavioral data from your website or app, collected via LiveIntent’s LiveConnect pixel. These audiences adjust automatically based on user actions like product views, cart additions, and purchases.
❓2. How is it different from traditional remarketing?
Answer: Traditional remarketing uses static, often cookie-based lists that don’t update automatically. In contrast, Dynamic Audiences refresh in real time, are identity-resolved via email hashes, and offer automatic suppression and behavior-based targeting.
❓3. Why are Dynamic Audiences future-proof?
Answer: They use identity-based targeting (e.g., hashed emails), which remains effective even as third-party cookies are phased out. This ensures campaign performance in a privacy-first, cookie-less future.
❓4. What types of user behavior can be tracked?
Answer: You can track key events like page views, product views, cart additions, purchases, form submissions, and time since last interaction. These data points drive highly relevant audience creation.
❓5. How do Dynamic Audiences improve campaign efficiency?
Answer: By automatically excluding recent buyers and focusing only on active, high-intent users, Dynamic Audiences minimize wasted spend and increase conversion rates through more relevant targeting.
❓6. Can I segment users by funnel stage?
Answer: Yes. Dynamic Audiences support segmentation by user intent and funnel stage — from awareness to decision. This allows tailored messaging for cold prospects, warm leads, or hot buyers.
❓7. What are suppression and retargeting strategies?
Answer: Suppression removes converted users from active campaigns. Retargeting nudges potential buyers who showed interest. When used together, they create efficient, performance-optimized campaigns.
❓8. How do I implement Dynamic Audiences?
Answer: First, install the LiveConnect base pixel. Then add event tags for key actions (e.g., AddToCart, Purchase). Build audiences in LiveIntent’s dashboard and connect them to campaigns.
❓9. What are some real-world success examples?
Answer: A skincare brand improved cart recovery by 22%, a DTC apparel brand boosted ROAS by 35% with seasonal retargeting, and a haircare subscription brand increased reorders by 28%.
❓10. What tool helps monitor performance?
Answer: LiveIntent’s Slicer tool enables granular performance tracking by audience segment, publisher, and creative. It helps optimize campaigns in real time based on actionable data.
