get_audience

Identifies the audience targeting type from a campaign name. This function can return multiple audience values when a campaign targets more than one audience segment.

Signature

get_audience(campaign STRING) RETURNS STRING

Parameters

Parameter	Type	Description
campaign	STRING	The full campaign name string

This function is not platform-aware -- audience keywords are consistent across all advertising platforms, so no platform parameter is needed.

Return Value

Returns a STRING with one or more of the following audience values, joined with " + " when multiple values are detected:

Value	Description
Prospecting	Targeting new audiences who have not previously engaged
Retargeting	Targeting users who have previously visited or engaged
TOFU	Top of Funnel -- awareness-stage targeting
MOFU	Middle of Funnel -- consideration-stage targeting
BOFU	Bottom of Funnel -- decision-stage targeting
Geofencing	Location-based targeting around specific geographic areas
Unknown	Default when no audience keyword is detected

Multi-Value Returns

When a campaign targets multiple audience segments, the function returns all matched values separated by " + ". For example:

• "Prospecting + Retargeting" -- a campaign targeting both new and returning users
• "TOFU + MOFU" -- a campaign spanning awareness and consideration stages
• "Prospecting" -- a single audience type

Example

SELECT
  CampaignName,
  customer_ads_suse.get_audience(CampaignName) AS Audience
FROM `paidteam-data-warehouse.customer_ads_suse.suse_linkedin_adlevel_final_v2`
WHERE Date = '2026-02-01'
LIMIT 5;

Sample output:

CampaignName	Audience
SUSE | PSOC | NA | T1 | EN | Cloud Native | Rancher | Prospecting	Prospecting
SUSE | PSOC | EMEA | T1 | EN | Linux | SLES | Retargeting	Retargeting
SUSE | PSOC | APAC | T1 | EN | AI | MLS | TOFU	TOFU
SUSE | PSOC | NA | T1 | EN | Edge | Edge | Prospecting + Retargeting	Prospecting + Retargeting
SUSE | PSOC | EMEA | T1 | EN | All | General | BOFU	BOFU

Funnel Stage Analysis

-- Analyze performance by funnel stage across all platforms
SELECT
  customer_ads_suse.get_audience(CampaignName) AS Audience,
  SUM(Impressions) AS TotalImpressions,
  SUM(Clicks) AS TotalClicks,
  SAFE_DIVIDE(SUM(Clicks), SUM(Impressions)) AS CTR,
  SUM(Cost) AS TotalCost,
  SAFE_DIVIDE(SUM(Cost), SUM(Clicks)) AS CPC
FROM `paidteam-data-warehouse.customer_ads_suse.suse_linkedin_adlevel_final_v2`
WHERE Date >= '2026-01-01'
GROUP BY Audience
ORDER BY TotalCost DESC;

Filtering by Audience Type

-- Get all retargeting campaigns
SELECT *
FROM `paidteam-data-warehouse.customer_ads_suse.suse_google_adlevel_final_v2`
WHERE customer_ads_suse.get_audience(CampaignName) LIKE '%Retargeting%'
  AND Date >= '2026-01-01';

TIP

When filtering for audience types that may appear in multi-value results, use LIKE '%value%' rather than = 'value' to catch cases where the audience is combined with other types.