---
title: "Create audiences"
slug: "create-audiences"
updated: 2026-10-16T00:47:53Z
published: 2026-10-16T00:47:53Z
canonical: "help.servicetitan.com/create-audiences"
---

> ## Documentation Index
> Fetch the complete documentation index at: https://help.servicetitan.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Create audiences

## Overview

In Marketing Pro, create audiences for marketing campaigns to achieve different goals, or use the same audiences across multiple campaigns. You can also define which customers are included in an audience to control who sees your marketing content.

---

### 

#### Make sure you’re viewing the correct Marketing Pro content

This article is for Marketing Pro. If you are using Marketing Pro v2, see [Create Marketing Pro Segments](/roofing/docs/create-marketing-pro-segments) for content specific to your experience.

You can check your version following these steps:

1. Go to the navigation bar and click **Marketing** ![A speaker icon representing Marketing in ServiceTitan.](https://cdn.document360.io/961862ab-d0f2-4d91-bb62-a62ee8184eff/Images/Documentation/icon-marketing.png?sv=2026-02-06&spr=https&st=2026-11-01T18%3A46%3A31Z&se=2026-11-01T19%3A46%3A31Z&sr=c&sp=r&sig=WGST4aud%2BN0sdnpgKT9k%2BR6sSeMvCj4J9k5XyRAuFEg%3D).
2. If the side menu under Analytics includes One-Time Campaigns and Automated Campaigns, you're using [Marketing Pro v2](/v1/docs/marketing-pro-v2). If these options aren't visible, you're using [Marketing Pro](/v1/docs/marketing-pro). ![Analytics section highlighted in the Marketing side menu.](https://cdn.document360.io/961862ab-d0f2-4d91-bb62-a62ee8184eff/Images/Documentation/screenshot-marketing-analytics.png?sv=2026-02-06&spr=https&st=2026-11-01T18%3A46%3A31Z&se=2026-11-01T19%3A46%3A31Z&sr=c&sp=r&sig=WGST4aud%2BN0sdnpgKT9k%2BR6sSeMvCj4J9k5XyRAuFEg%3D)

#### Who uses this feature

- Marketing managers, business owners, and other marketers on your team
- Primarily benefits Commercial Service and Replacement business types and Residential Service & Replacement business types
- Applies to all trades

#### Feature configuration

- To get started with Marketing Pro, request a demo on our [Pro Products page](https://www.servicetitan.com/features/pro), or reach out to your Customer Success Manager (CSM) or Pro Account Manager (PAM).
- Account configuration is required to use this feature. Please contact [Technical Support](http://go.servicetitan.com/ask) for details.

## Things to know

- Using Marketing Pro, you can create audiences to retain customers or acquire new customers.
- You can create audiences to retain customers if you have access to Email and Direct Mail Campaigns.
- You can only use Acquisition Audiences in the Direct Mail campaigns.
- You can only use the Custom Fields filter to retain customers.

## Work with filters and groups

To get the most out of Marketing Pro, it’s important to understand how groups and filters affect the inclusion and exclusion criteria of your campaigns. You can use small numbers of groups with many applied filters to target very specific customers or use multiple groups with few applied filters to include large numbers of customers in a single campaign.

## Groups

![Audience targeting options for residential swimming pools, including customer details and exclusions.](https://cdn.document360.io/961862ab-d0f2-4d91-bb62-a62ee8184eff/Images/Documentation/create-audiences-image-410bodsz.png?sv=2026-02-06&spr=https&st=2026-11-01T18%3A46%3A31Z&se=2026-11-01T19%3A46%3A31Z&sr=c&sp=r&sig=WGST4aud%2BN0sdnpgKT9k%2BR6sSeMvCj4J9k5XyRAuFEg%3D)

In Marketing Pro, you can add one or more *Include* and *Exclude* groups. It’s important to understand how using single or multiple groups, as well as single or multiple filters, affects your audience.

- **One Include group:** If you use a single Include group, then customers must meet *all* inclusion criteria to be included in the audience. This means that if you create a group that includes customers with an open estimate, in a particular ZIP code, and with an active membership, only customers that meet all of those criteria will be included in the audience.
- **Multiple Include groups:** So long as customers meet all of the inclusion criteria for *any* of your Include groups, they will be included in the audience.

> **Note:** Customers only need to meet the criteria for a single group to be included, regardless of how many groups your audience has.
- **Include and Exclude groups:** Any customers that meet the exclusion criteria will not be included in the audience, regardless of any inclusion criteria they meet.
- **One Exclusion group:** If you use a single *Exclude* group, then customers must meet all exclusion criteria to be excluded from the audience. This means that if you create a group that excludes residential customers who live in a specific ZIP code, only customers that meet all of those criteria will be excluded from the audience.
- **Multiple Exclude groups:** If customers meet all of the exclusion criteria for any of your *Exclude* groups, they will be excluded from the audience.
- **Single filter within a group:** If you use a filter that can accept multiple values, any customer that meets any of the values you select is included in the inclusion criteria for that group. For example, if you use the **Membership Status** filter and select both *Suspended* and *Expired*, customers with either *Suspended* or *Expired* membership statuses are included in the inclusion criteria for the group.
- **Multiple filters within a group:** If you use multiple filters within a single group, customers must meet at least one selection per filter to meet the inclusion criteria for that group.

## Filters

To better target your audiences, Marketing Pro provides you with a wide range of filters.

You may want to use filters if you’re looking for events that happened on May 16, in the month of August, or 5 days ago. ServiceTitan gives you a variety of options for date-based inclusion and exclusion criteria, and allows you to choose between static or dynamic filters for things like membership end dates, scheduled job dates, and more.

There are two types of filters: Static and Dynamic. Generally, you should use static filters when building one-time campaigns, and dynamic filters for automated campaigns.

- **Static filters**: Filters that are for a specific window of time. For example, a fixed date (“May 16, 2023”) or range of dates (“Aug 1, 2023 - Aug 15, 2023”).

> **Note**: When using static filters in your audiences for events that happened on specific days, such as the last email date and the last completed job date, Marketing Pro only includes those events that happened before the chosen date. For example, if your audience’s Last Completed Job Date is set to May 16, 2023, only those customers who had jobs completed on May 15th or before will be included in the audience.

![Job settings showing last completed job date options for dynamic and static selection.](https://cdn.document360.io/961862ab-d0f2-4d91-bb62-a62ee8184eff/Images/Documentation/create-audiences-image-0m24a6u4.png?sv=2026-02-06&spr=https&st=2026-11-01T18%3A46%3A31Z&se=2026-11-01T19%3A46%3A31Z&sr=c&sp=r&sig=WGST4aud%2BN0sdnpgKT9k%2BR6sSeMvCj4J9k5XyRAuFEg%3D)
- **Dynamic filters:** Date filters that change relative to the current date. For example, customers who have an HVAC unit that was installed ten years ago, or customers with an estimate that’s more than one month old. You can set whether the filter:
  - works on days, weeks, months, or years
  - looks for events in the past or the future
  - is greater than, less than, between, or equal to a unit of time

For example, if you want to make sure you follow up with customers who had a service performed more than five days ago:

1. Select the **Dynamic** filter.
2. Under **Recurring Service Event Date is**, select *Greater Than*, enter *5*, and select *Day*.
3. Select **In the past**.

This creates an audience of customers who meet these criteria.

![Filter options for recurring service events, including date and time selections.](https://cdn.document360.io/961862ab-d0f2-4d91-bb62-a62ee8184eff/Images/Documentation/create-audiences-image-yexz6o2m.png?sv=2026-02-06&spr=https&st=2026-11-01T18%3A46%3A31Z&se=2026-11-01T19%3A46%3A31Z&sr=c&sp=r&sig=WGST4aud%2BN0sdnpgKT9k%2BR6sSeMvCj4J9k5XyRAuFEg%3D)

> [!TIP]
> **Tip:** You can update the audience filters to get a better-targeted audience. If the changes you made do not align with the campaign expectations, you can redo and undo the recent changes you made.

### View Filter options

To view a filter option, you need to add the filters on an active customer, location, or job record. For example, to see a Recurring service type as a filter option, you need to save the recurring service type to at least one active Location Record.

Another example of the Custom Fields filters:

1. Go to **Settings** ![](https://cdn.document360.io/961862ab-d0f2-4d91-bb62-a62ee8184eff/Images/Documentation/icon-gnav-settings-inactive.png?sv=2026-02-06&spr=https&st=2026-11-01T18%3A46%3A31Z&se=2026-11-01T19%3A46%3A31Z&sr=c&sp=r&sig=WGST4aud%2BN0sdnpgKT9k%2BR6sSeMvCj4J9k5XyRAuFEg%3D) **> Operations > Custom Fields**.
2. Click **Edit**.
3. Select where you want to see the *Custom Field* and click **Save**.
4. After that go to **Settings** ![](https://cdn.document360.io/961862ab-d0f2-4d91-bb62-a62ee8184eff/Images/Documentation/icon-gnav-settings-inactive.png?sv=2026-02-06&spr=https&st=2026-11-01T18%3A46%3A31Z&se=2026-11-01T19%3A46%3A31Z&sr=c&sp=r&sig=WGST4aud%2BN0sdnpgKT9k%2BR6sSeMvCj4J9k5XyRAuFEg%3D) **>** **Marketing Pro > Custom Fields** and enable the **Use as Filter in Audience** toggle as described in the [Marketing Pro Custom Fields settings](/roofing/docs/marketing-pro-custom-fields-settings).

## How inclusion and exclusion criteria affect audiences

Audiences can be dynamic and can include or exclude certain customers over time. For example, you can create an audience that sends marketing content to all of your customers in a particular ZIP code except those who recently booked a job with you. As more customers from that ZIP code book a job with you, the number of customers in the audience will decrease. When a customer leaves an audience due to a filter you set in a group, they are said to exit the audience.

## Inclusion criteria and best practices

Which customers are added to your marketing campaigns depends on the inclusion criteria you select when building your audience. Inclusion criteria are different data categories in your business, like estimates, memberships, and invoices. Broadly speaking, the more inclusion criteria you add, the fewer customers will be included in your audience.

For example, you can set the inclusion criteria for one audience to include customers with open estimates over a certain dollar value, customers with a specific type of aging equipment, or customers that live in a particular ZIP code.

## Exclusion criteria and best practices

Alternatively, exclusion criteria are how you remove certain customers from an audience. For example, you can set exclusion criteria for an audience to exclude any customers that you have emailed marketing content in the last week.

> [!TIP]
> **Tip**: *Create Exclude groups that use the Last Email Date, Scheduled Job Date, and Last Call Date options to make sure that you aren’t sending your customers too many marketing messages.*

## Audience targeting and scoring

When building an audience, your main goal is to get as many customers to open your marketing emails as possible. The more narrowly targeted your audiences are, the more likely that your customers will open your emails, see your content, and book jobs with you. As you build audiences, ServiceTitan automatically evaluates their targeting and shows you a targeting score.

![Configuration settings for residential swimming pools targeting potential customers and estimates.](https://cdn.document360.io/961862ab-d0f2-4d91-bb62-a62ee8184eff/Images/Documentation/create-audiences-image-2oe8wfh7.png?sv=2026-02-06&spr=https&st=2026-11-01T18%3A46%3A31Z&se=2026-11-01T19%3A46%3A31Z&sr=c&sp=r&sig=WGST4aud%2BN0sdnpgKT9k%2BR6sSeMvCj4J9k5XyRAuFEg%3D)

There are three levels of audience targeting:

- **Strong targeting:** Campaign will be sent to a very specific set of customers with a high likelihood that they will see and open it.
- **Moderate targeting:** Campaign will be sent to a large set of customers, which means a lot of messages won’t be opened.
- **Broad targeting:** Campaign will be sent to a very large set of your customers, and there’s a good chance most of your messages won’t be read.

If the targeting score of your audience is moderate or broad, you can remove some of your inclusion group criteria, or add more exclusion criteria to lower the total number of customers.

## Create an audience to retain customers

In Marketing Pro, audiences are central to your marketing efforts. They determine which customers receive what marketing content and when. Create as many or as few audiences as you need.

To market to customers in your audiences list:

1. Go to **Marketing > Audiences**.
2. Click **Create new**. The *Create Audience* screen opens.
3. Select **Retain Customers** using **Email** or **Direct Mail** campaigns to target customers existing in your database. ![Options for audience goals include retaining and acquiring new customers with direct mail.](https://cdn.document360.io/961862ab-d0f2-4d91-bb62-a62ee8184eff/Images/Documentation/create-audiences-image-6shvmpl1.png?sv=2026-02-06&spr=https&st=2026-11-01T18%3A46%3A31Z&se=2026-11-01T19%3A46%3A31Z&sr=c&sp=r&sig=WGST4aud%2BN0sdnpgKT9k%2BR6sSeMvCj4J9k5XyRAuFEg%3D)
4. Enter a unique and meaningful name for your audience to help your team identify it from the others. Then, click **Begin**. A new screen opens with options to add groups.
5. To create a set of criteria for both Include and Exclude to define which customers will receive emails for the campaign, go to Include and click **Add Group**. ![Configuring audience settings with options to include or exclude specific groups.](https://cdn.document360.io/961862ab-d0f2-4d91-bb62-a62ee8184eff/Images/Documentation/create-audiences-image-y3wpduyx.png?sv=2026-02-06&spr=https&st=2026-11-01T18%3A46%3A31Z&se=2026-11-01T19%3A46%3A31Z&sr=c&sp=r&sig=WGST4aud%2BN0sdnpgKT9k%2BR6sSeMvCj4J9k5XyRAuFEg%3D)
6. Click a category and use the filters to build your audience. ![Example of adding criteria to an inclusion group for an audience.](https://cdn.document360.io/961862ab-d0f2-4d91-bb62-a62ee8184eff/Images/Documentation/create-audiences-image-z53sp68m.gif?sv=2026-02-06&spr=https&st=2026-11-01T18%3A46%3A31Z&se=2026-11-01T19%3A46%3A31Z&sr=c&sp=r&sig=WGST4aud%2BN0sdnpgKT9k%2BR6sSeMvCj4J9k5XyRAuFEg%3D)

> **Note:** The list of required information changes for the Recurring service events audiences.
  1. (Optional) If you want to add additional inclusion criteria groups, click the ![](https://cdn.document360.io/961862ab-d0f2-4d91-bb62-a62ee8184eff/Images/Documentation/icon-add.png?sv=2026-02-06&spr=https&st=2026-11-01T18%3A46%3A31Z&se=2026-11-01T19%3A46%3A31Z&sr=c&sp=r&sig=WGST4aud%2BN0sdnpgKT9k%2BR6sSeMvCj4J9k5XyRAuFEg%3D) icon beneath your first group. Add as many as you need.
  2. (Optional) If you want to add an exclusion group, go to Exclude and click **Add group**.
7. When you’re finished adding Include and Exclude groups, click **Continue**.

> **Note:** For Marketing Legacy, you can only create Email Campaigns. That is why you can create audiences to retain customers only.

## Example retention audiences

When creating audiences, keep your marketing goals in mind. For example, do you want to follow up with customers with open estimates or reach out to customers with expiring memberships? Your goal helps determine which inclusion and exclusion criteria to include for your audience.

See example audiences for retaining existing customers below:

| **Audience** | **Purpose** | **Inclusion Criteria** | **Exclusion Criteria** |
| --- | --- | --- | --- |
| Unsold Repairs | Follow up with customers with open estimates created in the past 14 days. | **Estimate Status:** Open. **Created On Date:** Between 0 and 14 Days In the Past. **Business Unit:** As needed. | None |
| New System Install | Follow up with customers who had a new system installation in the past 15 days. | **Customer Type:** Residential Invoice. **Job Type:** System Installation. **Job Completion Date:** Less Than 15 Days In the Past. | None |
| 12 Months Idle | Reach out to customers who haven’t had any work done in over a year to remind them about the services you offer. | **Customer Type:** Residential Job. **Last Completed Job Date:** Between 12 and 14 Months In the Past. | **Group 1 Customer Type:** Commercial. **Group 2 Location Tag:** As needed. **Group 3 Customer Tag:** As needed. |

You can also target customers based on non-job-related data using the *Invoice Date* filter. This filter includes all invoices, whether or not they are linked to a job. For example, you can use it to target non-job invoices such as membership renewals or sales in addition to job-related transactions.

See example audiences below that use the *Invoice Date* filter:

| **Audience** | **Purpose** | **Inclusion Criteria** | **Exclusion Criteria** |
| --- | --- | --- | --- |
| Past due invoice balance reminder | Remind customers with balances older than 30 days that payment is required. | **Invoice Date:** Greater Than 30 Days In the Past. **Balance:** Greater than $1 or the amount you consider warranting a reminder. | None |
| Recent invoices with a balance | Remind customers with balances less than 30 days old that payment is required to encourage prompt payment. | **Invoice Date:** Less Than 30 Days In the Past. **Balance:** Greater than $1 or the amount you consider warranting a reminder. | None |

## Create an audience to acquire new customers

To acquire new audiences using the Direct Mail channel in Marketing Pro:

1. Go to **Marketing > Audiences**.
2. Click **Create new**. The *Create Audience* screen opens.
3. Select **Acquire New Customers**.

> **Note:** You can only use Acquisition Audiences to acquire new customers through the Direct Mail feature in Marketing Pro.

*![Options for audience goals include retaining and acquiring new customers using direct mail.](https://cdn.document360.io/961862ab-d0f2-4d91-bb62-a62ee8184eff/Images/Documentation/create-audiences-image-bdkidjfj.png?sv=2026-02-06&spr=https&st=2026-11-01T18%3A46%3A31Z&se=2026-11-01T19%3A46%3A31Z&sr=c&sp=r&sig=WGST4aud%2BN0sdnpgKT9k%2BR6sSeMvCj4J9k5XyRAuFEg%3D)*
4. Enter a unique and meaningful name for your audience to help your team identify it from others then click **Begin**. The *Acquisition Audience Builder* opens with an interactive map interface of your local service area. This data comes from public and local home assessment records. The Acquisition Audience Builder can help you market more effectively and acquire new customers within your local area.

> **Note:** Data may not always be available or updated based on state, city, or county practices.

*![Audience targeting interface showing filters and service area details for Pacific Beach, WA.](https://cdn.document360.io/961862ab-d0f2-4d91-bb62-a62ee8184eff/Images/Documentation/create-audiences-image-u28yioca.png?sv=2026-02-06&spr=https&st=2026-11-01T18%3A46%3A31Z&se=2026-11-01T19%3A46%3A31Z&sr=c&sp=r&sig=WGST4aud%2BN0sdnpgKT9k%2BR6sSeMvCj4J9k5XyRAuFEg%3D)*
5. Select up to five ZIP codes you want to target in your service area by searching for them specifically, or by searching for the city you want to target through your direct mail marketing campaign.
6. Add the inclusion and exclusion criteria you want to filter properties by.

> **Note:** You can view the percentage of properties that meet your criteria and are registered to different owner addresses than the property’s location. This information can help you decide where to send direct mail for acquisition campaigns—either to the property owners’ addresses or directly to the property addresses.
7. When finished, click **Continue**.

## Example acquisition audiences

When creating audiences to acquire new customers, keep your marketing goals in mind. For example, do you want to reach out to potential customers in a certain ZIP Code or recently purchased homes? Your goal helps determine which inclusion and exclusion criteria to include for your audience.

See example audiences for acquiring new customers below:

| **Audience** | **Purpose** | **Inclusion Criteria** | **Exclusion Criteria** |
| --- | --- | --- | --- |
| Recently Sold Properties | Reach out to properties sold within the last month to let the new owners know about your services. | **Service Area:** Select up to 5 service areas. **Property Last Sold:** Less than 1 month. | None |
| Current Market Value of $150,000 or more | Reach out to properties with a certain current market value to let them know about your services. | **Service Area:** Select up to 5 service areas. **Current Market Value:** Greater than $150,000.00 or the current marketing value you consider warranting reaching out. | None |
| Older Properties | Reach out to older properties that may require your services. | **Service Area:** Select up to 5 service areas. **Age of Structure:** Greater than 20 years or the age you consider warranting reaching out. | None |

## Inclusion and exclusion criteria category descriptions

### Estimates

| **Filter name** | **Filter type** | **Details** |
| --- | --- | --- |
| Estimate Status | Select one. | Open, Sold, or Dismissed |
| Created On Date | Dynamic or static date filter. | The day, or range of days when an estimate was first created |
| Dollar Value | Greater or lesser filter. | The total amount of the estimate |
| Business Unit | Select one. | Which business unit the estimate is attached to |
| Opportunity Status | Select one. | The current status of the estimate. Options include Not Attempted, Unreachable, Contacted, Won, or Dismissed |
| Recommended | Select one. | Whether or not the estimate was marked as recommended |
| Technician | Select one or more. | The name of the technician who built the estimate |
| Tasks | Select one or more. | Any tasks that were attached to the estimate |
| Materials | Select one or more. | Any materials that were attached to the estimate |
| Equipment | Select one or more. | Any equipment that was attached to the estimate |
| Job Type | Select one or more. | Job type of the job the estimate is attached to |
| Job Tag | Select one or more. | Any tags that were attached to the estimate |
| Location ZIP Code | Select one or more. | The ZIP code of the location that the estimate was attached to |

### Memberships

| **Filter name** | **Filter type** | **Details** |
| --- | --- | --- |
| Membership Name | Select one or more. | Search for or select a membership |
| ZIP Code | Select one or more. | ZIP code of the location the membership is attached to |
| Membership Tag | Select one or more. | Search for or select tags attached to memberships |
| Recurring Service | Select one or more. | Search for or select recurring services |
| Recurring Service Event Date | Dynamic or static date filter. | To/From date for a recurring service |
| Recurring Service Event Status | Select one or more. | Status of the recurring event. Choose from *Active* or *Expired* |
| Membership Status | Select one. | Status of the membership. Choose from *Active*, *Suspended*, *Expired*, *Canceled*, or *Deleted* |
| Membership Start Date | Dynamic or static date filter. | To/From date of the start of a membership |
| Membership End Date | Dynamic or static date filter. | To/From date of the final day of a membership |
| Remaining Follow-Ups Events Left | Number entry. | How many follow up events are left |
| Next Follow Up | Dynamic or static date filter. | To/From date of the next follow up |
| Business Unit | Select one or more. | The business unit that handles the membership |
| Credit Card Expiration Date | Dynamic or static date filter. | To/From date of the credit card validity |

### Equipment

| **Filter name** | **Filter type** | **Details** |
| --- | --- | --- |
| Name | Select one or more. | Name of equipment at a location. Search for or select an equipment name |
| Location ZIP Code | Select one or more. | ZIP code of the location of the equipment |
| Type | Select one or more. | Type of equipment at a location. Search for or select an equipment type |
| Tags | Select one or more. | Tags attached to equipment. Search for or select a tag |
| Manufacturer | Select one or more. | Manufacturer of equipment at a location. Search for or select a manufacturer |
| Model | Select one or more. | Model of equipment at a location. Search for or select a model |
| Installed Date | Dynamic or static date filter. | To/From date of the equipment installation |
| Manufacturer Warranty Start | Dynamic or static date filter. | To/From date of the start date of the manufacturer’s equipment warranty |
| Manufacturer Warranty End | Dynamic or static date filter. | To/From date of the end date of the manufacturer’s equipment warranty |
| Service Provider Warranty Start | Dynamic or static date filter. | To/From date of the start of service provider’s equipment warranty |
| Service Provider Warranty End | Dynamic or static date filter. | To/From date of the end of service provider’s equipment warranty |

### Customer

| **Filter name** | **Filter type** | **Details** |
| --- | --- | --- |
| Customer Type | Select one. | Select from Residential or Commercial |
| Customer ZIP Code | Select one or more. | ZIP code of the customer |
| Customer Tag | Select one or more. | Search for or select customers with a customer tag on their customer record |
| Last Email Date | Dynamic or static date filter. | To/From date of last time customer was emailed marketing content (does not include non-marketing content like dispatch notifications) |
| Created on | Dynamic or static date filter. | To/From date of when the customer record was added |
| Balance | Greater or less than filter. | The total customer balance held by a customer |
| Latest Credit Card Expiration Date | Dynamic or static date filter. | The expiration date of a credit card used by a customer |
| Custom Fields | Select one or more. | *Add* a custom field and select a *Value* generated from the *Customer* profile record. |

### Location

| **Filter** | **Filter type** | **Details** |
| --- | --- | --- |
| Location ZIP Code | Select one or more. | Select one or more ZIP codes attached to the location |
| Zone | Select one or more. | The [zone](/roofing/docs/set-up-and-use-zones) where the customer resides |
| Location Tag | Select one or more. | Search for or select customers with a location tag on their customer record |
| Custom Fields | Select one or more. | Add a custom field and select a *Value* generated from the customer *Location* page. |

### Job

| **Filter** | **Filter type** | **Details** |
| --- | --- | --- |
| Last Completed Job Date | Dynamic or static date filter. | To/From date of time when the customer had no jobs completed |
| Scheduled Job Date | Dynamic or static date filter. | To/From date of the last time the customer scheduled a job |
| Job Status | Select one or more. | Search for or select customers with a job status on their customer record |
| Custom Fields | Select one or more. | *Add* a custom field and select a *Value* generated from the *Job*. |

### Call

| **Filter** | **Filter type** | **Details** |
| --- | --- | --- |
| Last Inbound Call Date | Dynamic or static date filter. | To/From date of the last time the customer called one of your tracking numbers |
| Last Outbound Call Date | Dynamic or static date filter. | To/From date of the last time the company called the customer for marketing purposes |

### Invoice

| **Filter name** | **Filter type** | **Details** |
| --- | --- | --- |
| Invoice Date | Dynamic or static date filter. | To/From date of the invoice date |
| Payment Due Date | Dynamic or static date filter. | To/From date of the payment due date |
| Total | Greater or less than filter. | The total cost of the invoice |
| Subtotal | Greater or less than filter. | The subtotal of the invoice |
| Technician | Select one or more. | The name of the technician who sent the invoice to the customer |
| Tasks | Select one or more. | Search for or select one or more tasks attached to an invoice |
| Materials | Select one or more. | Search for or select one or more materials attached to an invoice |
| Equipment | Select one or more. | Search for or select one or more equipment attached to an invoice |
| Business Unit | Select one or more. | Search for or select one or more business units attached to an invoice |
| Job Type | Select one or more. | Search for or select one or more job types attached to an invoice |
| Scheduled Job Date | Dynamic or static date filter. | To/From date of the scheduled job |
| Job Completion Date | Dynamic or static date filter. | To/From date of the completion of a job |
| Job Tag | Select one or more. | Search for or select one or more job tags attached to an invoice |
| Location ZIP Code | Select one or more. | Select one or more ZIP codes attached to the invoice |
| Balance | Greater or less than filter. | The total invoice balance held by a customer |

### Recurring Services

| **Filter name** | **Filter type** | **Details** |
| --- | --- | --- |
| Recurring Service | Select one or more. | Search for or select one or more recurring services |
| Recurring Service Event Date | Dynamic or static date filter. | To/From date of a recurring service |
| Recurring Service Event Status | Select one or more. | Search for or select one or more recurring event statuses |

### Acquisition Audience Builder

| **Filter** | **Filter type** | **Details** |
| --- | --- | --- |
| Pricing Information | For *Total Assessed Value*, select either a greater than, less than, or range filter. For *Last Sale Amount*, select either a greater than, less than, or range filter. For *Current Market Value*, select either a greater than, less than, or range filter. | Search for properties by the total assessed value, last sale amount, and current market value. > **Note:** Some counties might not report all data. |
| Property Use | Select one or more. | Search for properties by how they are used |
| Age of Structure | Select either a greater than, less than, or range filter. | Search for properties with a certain age range |
| HVAC Cooling System | Select one or more. | The type of the HVAC cooling systems |
| HVAC Heating System | Select one or more. | The type of the HVAC heating systems |
| Total Interior Area | Select either a greater than, less than, or range filter. | Search for properties by the total interior area |
| Water Source | Select one or more. | Search for properties by the type of water sources |
| Sewer Type | Select one or more. | Search for properties by type of sewers > **Note**: Some counties might not report all data. |
| Property Last Sold | Select either a greater than, less than, or range filter. | Search for properties sold before, during, or after a defined period |
| Flooring Material | Select one or more. | Search for properties by the flooring material type |
| Fireplace | Select *Yes* or *No.* | First search for properties that have a fireplace, then search for properties by the number of fireplaces available |
| Pool | Select *Yes* or *No.* | Search for whether properties have a pool. > **Note**: Some counties might not report all data. |
| Garage | For *Has garage*, select *Yes* or *No.* For *Garage area*, select either a greater than, less than, or range filter. | First search for whether properties have a garage. Then, search for properties by size range |
| Bedrooms | Select either a greater than, less than, or range filter. | Search for properties by the number of bedrooms |
| Bathrooms | Select either a greater than, less than, or range filter. | Search for properties by the number of bathrooms |

## Marketing Behavior

| **Filter name** | **Filter type** | **Details** |
| --- | --- | --- |
| Campaign | Select one filter. | Search for or select one interaction with the campaign status |

## 

## FAQ

---

### 

#### How can I import a list of customers’ emails (with the customers’ consent) into ServiceTitan to use as an audience?

To be CAN-SPAM compliant, obtain consent from the customer before importing their email for marketing campaigns.

If the emails already exist on active customer profiles in your ServiceTitan account, you can provide us with a list of those customers. Our Data team may then be able to apply your desired custom tag to those customer profiles, and you can then add that custom tag to a new audience.

If these are brand new emails that don't exist in your ServiceTitan account, we would need to first import each email into a new customer profile with your desired tag.

Marketing Pro can only send emails to email addresses on an active customer profile. If you need further assistance with this request, please contact your Customer Success Manager (CSM) or [Technical Support](http://go.servicetitan.com/ask).

#### What are the best practices for breaking up large email lists in Marketing Pro?

When building an audience, your main goal is to get as many customers to open your marketing emails as possible. The more narrowly targeted your audiences are, the more likely that your customers will open your emails, see your content, and book jobs with you.

You can use the inclusion and exclusion criteria to narrow down your audiences. For example, you can set the inclusion criteria to only include customers with open estimates over a certain dollar value, customers with a specific type of aging equipment, or customers who live in a particular ZIP code. You can also set the exclusion criteria to exclude any customers that you emailed marketing content in the last week to make sure you aren’t sending customers too many marketing messages.

As you build audiences, ServiceTitan automatically evaluates their targeting and shows you a targeting score. There are three levels of audience targeting: Strong, Moderate, and Broad targeting. For more, see [Create audiences](/roofing/docs/create-audiences).

#### Can I import audiences from HubSpot to Marketing Pro?

No, you cannot import audiences from HubSpot to Marketing Pro.

#### Why don’t all homes with garages show up when using the Garage filter?

The *Garage* filter uses third-party data that may not include all properties. Also, some counties don't report the necessary data, which can lead to discrepancies.

#### Why is a specific job tag not available as a filter?

Job tags appear as filter options only if they are actively used on at least one job. If a tag is not currently assigned to any job, it will not appear as an option in the *Tags* filter in the Audience Builder.

#### How do I create an audience that automatically includes new customers?

To ensure your audience always includes the latest customers, use the *Created on Date* filter with a dynamic date range, such as *Last 30 Days*. This setup automatically adds newly created Customer Records to your audience as they meet the date criteria.

#### How does the Audience Builder handle multiple filters?

The Audience Builder uses different logic based on where you apply the filters:

- **Within a single Include or Exclude group:** The filters use AND logic. A customer must meet *all* criteria within that specific group.
- **Between multiple Include or Exclude groups:** The filters use OR logic. A customer only needs to meet the criteria of *any one* of the separate groups to be included in the final audience.

#### Why is my campaign audience tag not showing?

When defining your campaign audience using a tag, it may not appear in the selection list for these reasons:

- **Not Assigned to a Customer:** A tag must be on at least one **customer profile** before it appears in the selection list. Tags without an assigned customer profile won't show up as an option.
- **Active Status:** The tag must be active in **Settings > Operations > Tag Types**.
- **Sync Issue:** If you've checked the two points above, clear your browser cache and cookies or sign out and back in. This often resolves synchronization issues.

#### How do I create targeted audiences?

Targeting your audiences more narrowly increases the likelihood that customers will engage with your content and book jobs. You can narrow down your audience using inclusion and exclusion criteria. As you build your audience, ServiceTitan automatically evaluates its targeting and gives you a targeting score: Strong, Moderate, or Broad.

#### How do I auto-tag customers for past-due invoices?

You can't auto-tag customers for past-due invoices. However, you can create an Audience in Marketing Pro that targets customers with an outstanding balance greater than $1 and a job completion date outside your payment terms. Then, create an automated campaign using this audience. This automatically follows up with customers who have past-due invoices.

## Want to learn more?

- See [Overview: Using ServiceTitan Marketing Pro](/roofing/docs/overview-using-servicetitan-marketing-pro)
- See [Manage Marketing Pro Audiences](/roofing/docs/manage-marketing-pro-audiences)
- See [Marketing Pro Custom Fields settings](/roofing/docs/marketing-pro-custom-fields-settings)

ServiceTitan's integrated marketing automation platform for email, SMS, direct mail, and digital ad campaigns.

**What it does:** Drives new customer acquisition and repeat revenue by automating targeted campaigns across multiple channels — all tied to actual job revenue.

**Also called:** ST Marketing, Marketing automation

**Tags:** Marketing Pro

[See the full glossary →](https://help.servicetitan.com/docs/glossary-overview)

Physical mailer campaigns triggered and tracked through Marketing Pro to target specific customer segments.

**What it does:** Reaches customers in markets where digital response rates are lower, with revenue attribution tracked back in ServiceTitan.

**Also called:** Postcard campaigns, Direct mailers

**Tags:** Marketing Pro

[See the full glossary →](https://help.servicetitan.com/docs/glossary-overview)

The template used to set up recurring services for a service location. It includes details to help book recurring service events into jobs including job type, business unit, recurrence type, and duration type.

[Learn more →](https://help.servicetitan.com/docs/memberships-glossary) · [See the full glossary →](https://help.servicetitan.com/docs/glossary-overview)

A physical service address associated with a customer, containing all jobs, equipment, and history for that property.

**What it does:** Separates service history by property so businesses serving customers with multiple locations can track work at each site.

**Also called:** Service address, Property record

**Tags:** Core

[See the full glossary →](https://help.servicetitan.com/docs/glossary-overview)

Recurring service events appear in Follow Ups where they can be booked into jobs. They are scheduled based on the frequency details of a service location's recurring services. The recurring service event includes details from the recurring service to help job booking.

[Learn more →](https://help.servicetitan.com/docs/memberships-glossary) · [See the full glossary →](https://help.servicetitan.com/docs/glossary-overview)

Bulk or automated email campaigns sent to customer segments from within Marketing Pro.

**What it does:** Drives repeat business and membership renewals by staying in front of customers with targeted, personalized messaging.

**Also called:** Email marketing, Drip campaigns

**Tags:** Marketing Pro

[See the full glossary →](https://help.servicetitan.com/docs/glossary-overview)

The top-level account in ServiceTitan representing a property owner or account holder, containing all locations, jobs, and history.

**What it does:** Serves as the single source of truth for all customer interactions, history, and financial data.

**Also called:** Customer account, Client record

**Tags:** Core

[See the full glossary →](https://help.servicetitan.com/docs/glossary-overview)