## Overview

The **audience** defines **who receives** a campaign. In Conversa Labs you can target by **labels**
(applied to contacts **or to conversations**), **specific contacts**, a **saved segment** (of contacts,
conversations or companies), a **CRM pipeline**, **companies**, or **everyone**.

In the campaign composer the audience picker shows, in **real time**, how many **contacts with a phone
number** would be reached — before you save — and, when a template and category are set, the **cost
estimate**.

> **The distinction that trips people up:** a label applied to a **conversation** does not land on the
> **contact**. They are two different places. That is why the **Labels** mode asks **where the label was
> applied** — picking the wrong source is the most common cause of an audience that comes back **zero**.

## Prerequisites

- Access to **Campaigns** and a connected **inbox** (WhatsApp, SMS or API).
- **Contacts with a phone number** — on phone-dispatch channels only those enter the count and the send.
- Depending on the audience type:
  - **Labels**: labels applied to contacts and/or to conversations.
  - **Saved segment**: a segment/folder already saved (see **Where segments are created**, below).
  - **CRM pipeline**: a pipeline with **open** deals.
  - **Companies**: companies registered under **Companies**.

## Step by step

1. Open **Campaigns**, create or edit a campaign and go to the **Audience** field.
2. Pick the **audience type**: **Labels**, **Specific contacts**, **Saved segment**, **CRM pipeline**,
   **Companies** or **All contacts**.
3. Fill it in according to the type:
   - **Labels**: choose **where the label was applied** (On contacts · On conversations · On both).
     When conversations are included, a **conversation status** picker appears (All · Open · Pending ·
     Snoozed · Resolved). Then select one or more labels.
   - **Specific contacts**: type at least **2 characters** to search and click to add; the chosen ones
     become removable **chips**.
   - **Saved segment**: choose the **source** (Contact segments · Conversation folders · Company
     segments) and tick one or more.
   - **CRM pipeline**: choose the **pipeline** and, optionally, a **stage**.
   - **Companies**: choose between a company **saved segment** or **specific companies** (search by
     name, 2 characters minimum).
   - **All contacts**: no further selection.
4. Check the **live count** (and the **cost estimate**, where applicable).
5. Finish the campaign and **save**.

## Settings & options

The audience types:

| Type | Who is included |
|---|---|
| Labels | Contacts carrying **any** of the labels, read on **contacts**, on **conversations**, or both |
| Specific contacts | The contacts hand-picked in the search |
| Saved segment | Whoever satisfies a **contact** segment, a **conversation folder** or a **company** segment |
| CRM pipeline | Contacts of the pipeline's **open** deals (optionally a single stage) |
| Companies | Everyone linked to the chosen companies |
| All contacts | The whole account |

- **Label source**: **On contacts** is the historical behaviour (older campaigns keep resolving exactly
  as before). **On conversations** reaches the contacts behind the labeled conversations. **On both**
  unions the two readings.
- **Conversation status**: only shown when the source includes conversations. **All** is the default.
- **CRM — open deals only**: a pipeline targets the deals still in play. Won, lost and archived deals
  do **not** enter.
- **Companies — everyone, not just the primary**: includes the contact marked as primary as well as
  everyone else linked through a company membership.
- **Union of criteria**: a contact matching **more than one** criterion is included **once**. Picking
  several labels **widens** the reach (any of them), it does not narrow it.
- **Live count**: **green** when at least 1 contact is reachable, **amber** when it is **0**. On
  phone-dispatch channels it only counts contacts with a phone number.
- **Cost estimate**: with the template **category** and **provider** set, the preview also shows the
  **estimated cost in BRL**. It applies to **WhatsApp Cloud** only (billed by Meta); **WhatsApp Web**
  is not billed. Above **5,000** contacts on Cloud the estimate is skipped so the screen never stalls.
- **Consent (LGPD)**: when the account requires consent, anyone who refused data processing is removed
  from the audience — and the preview says how many were excluded.

## Where segments are created

Each kind of segment is born on a different screen, and each has its own name in the interface. That is
why a segment created under Conversations does not show up in the Contacts list:

| Audience | Where to create it | What it is called |
|---|---|---|
| Contacts | **Contacts** → **Filter** → apply → **Save segment** | **Segments** |
| Conversations | **Conversations** → **Filter** → apply → save | **Folders** |
| Companies | **Companies** → filter → save | **Segments** |

Once saved, it shows up under the matching source in the audience picker.

## Use cases

- Reach whoever was helped and labeled during the conversation (e.g. `quote-sent`), without labeling
  contact by contact.
- Re-engage only the **resolved** conversations of a label, to ask for a review.
- Send to a **saved segment** of active customers.
- Notify every open deal in a specific **stage** of the pipeline.
- Communicate a contract change to **everyone** at a group of **companies**.
- Send to a one-off list of hand-picked contacts.

## Tips, limits & best practices

- Check the **live count** before saving — it prevents empty sends.
- Got **zero** with a label? Switch the **source** to **On conversations** and watch the number change.
- For precise filters (combined conditions), create a **segment** and use the **Saved segment** type.
  Several labels **add up** (any of them), they never intersect.
- Keep contact **phone numbers** filled in and valid.
- Use **All contacts** carefully on large bases, and pair it with the campaign's anti-ban **send rate**.
- The cost estimate is a **reference** (Cloud); the real cost is measured over the recipients actually
  billed.

## Troubleshooting

- **Count is 0 with a label**: almost always the wrong **source**. If you label conversations, pick
  **On conversations** (or **On both**).
- **Count is 0 with a conversation status**: the chosen status may hold no labeled conversation. Go
  back to **All** and check.
- **Segment missing from the list**: check the selected **source** — conversation folders never appear
  among contact segments, and vice versa. If it does not exist yet, create it on the screen listed in
  **Where segments are created**.
- **Segment resolves to nothing**: check the saved filter's **conditions**. A broken filter never
  **blocks** the campaign, it simply contributes **zero** contacts.
- **Empty pipeline**: the pipeline may hold no **open** deals — won and lost ones do not count.
- **Empty company**: check whether any contact is linked to that company.
- **No cost shown**: the estimate only appears with a **category** and **provider** set; WhatsApp Web
  is not billed.

## See also

- [WhatsApp campaign for contact lists](/hc/ajuda/articles/campaigns-whatsapp-campaign-en)
- [Campaigns overview](/hc/ajuda/articles/campaigns-overview-en)
- [Flow Builder mass runs](/hc/ajuda/articles/automation-flows-flow-builder-disparos-em-massa-en)