Configure Custom Traits: Age & Gender
This guide explains how to use Custom Traits to target specific age groups and genders within the Covatic platform.
Feature Overview
Custom Traits allow you to refine your audience using first party data. These traits are primarily derived from publisher-supplied first-party data. In cases where this data is unavailable, the platform utilises Covatic’s proprietary demographic model to ensure accurate targeting.
Prerequisites
- A registered Covatic
- Access to the Audiences or Advertising
Step-by-Step Instructions
1. Open the Custom Trait Selector
From Step 2 of the audience-building process (“Build your audience”):
- Locate the Traits
- Click the + Custom Trait
2. Navigate Demographic Options
The Select Traits modal will open, displaying categories for your specific account and general demographics.
- Click on the Demographic category to expand it.
- You will see two primary sub-categories: Gender and Age.
3. Select Gender Traits
- Click Gender.
- Select the desired options (e.g., Gender: Female or Gender: Male) by clicking the + (Plus)
- Selected traits will appear in the top selection bar.
4. Select Age Traits
- Navigate back or click on the Age sub-category.
- Choose from the available five-year age brackets (e.g., Age: 20–24, Age: 25–29, etc.).
- You can select multiple brackets to create a wider age range for your segment.
5. Apply to Your Audience
- Review your selections in the breadcrumb bar at the top of the modal.
- Click the Select Traits button at the bottom right.
- The selected Age and Gender criteria will now appear as green tags in your audience builder.
Success Verification
Once the traits are applied, you will see the following on the Build your audience screen:
- Trait Tags: Green tags labelled with your selected demographics (e.g., “Age: 30-34”).
- Updated Reach: The Reach and % of Total Audience metrics on the right will update immediately to reflect the narrower demographic focus.
Note on Data Sources: The platform always prioritises first-party data supplied by the publisher. If a user’s age or gender isn’t explicitly known, Covatic’s modelling fills the gap to maintain your campaign’s scale.
