> For the complete documentation index, see [llms.txt](https://docs.bloop.plus/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.bloop.plus/referral-program/target-audience.md).

# Target Audience

Not every customer makes an equally good advocate. Opening the program to everyone maximizes reach; restricting it to proven buyers or hand-picked fans raises trust per referral but reaches fewer people. Set this in the **Target audience** section of the Campaign tab, under "Who can refer" — Bloop checks every widget interaction against this rule automatically.

> **Best practice:** Open wide at launch (All customers or prior buyers) to gather data on who actually refers. Tighten only once quality or fraud becomes a real concern — starting narrow usually just starves the program of shares.

### The five audience options

| Option                                      | Who qualifies                         | Login required |
| ------------------------------------------- | ------------------------------------- | -------------- |
| All customers                               | Everyone, including guests            | No             |
| Members                                     | Logged-in customers only              | Yes            |
| Specific customers                          | Only the Shopify customers you select | Yes            |
| Customer tags                               | Customers carrying tags you choose    | No             |
| Customers with at least one completed order | Customers with prior purchase history | No             |

> Specific customers and Customer tags each require at least one entry before the rule can be saved.

#### Which to choose

| Choose                                          | When your goal is                       | Trade-off                                              |
| ----------------------------------------------- | --------------------------------------- | ------------------------------------------------------ |
| **All customers**                               | Maximum reach — launch, growth pushes   | Widest funnel, but includes people who've never bought |
| **Customers with at least one completed order** | Credible referrals at near-full reach   | The sweet spot for most stores                         |
| **Customer tags**                               | A known segment (VIPs, repeat buyers)   | High trust, but only as good as your tagging           |
| **Members**                                     | Only logged-in, identifiable accounts   | Cleaner data, but costs some guest shares              |
| **Specific customers**                          | A curated ambassador or wholesale group | Total control, minimum reach                           |

For most stores, **Customers with at least one completed order** is the strongest default — near-full reach, and every referrer has actually used the product.

### Why the referrer's trust is the whole point

The referrer's credibility *is* the value of the channel — a referral from someone who's actually used your product carries real trust; one from a stranger gaming a discount carries none, and may cost you a payout for nothing. Referred customers are also measurably better: they churn less and carry higher lifetime value than customers acquired any other way ([Schmitt, Skiera & Van den Bulte, *Journal of Marketing*, 2011](https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2476354)). Your audience rule is the dial between reach and that trust.

### Recommended audiences by industry

| Industry                  | Recommended audience                        | Why                                                |
| ------------------------- | ------------------------------------------- | -------------------------------------------------- |
| Fashion & apparel         | All customers                               | Maximum reach for fast-moving, social products     |
| Subscription              | Customers with at least one completed order | Active subscribers make credible advocates         |
| Beauty & cosmetics        | Customer tags (VIP / repeat buyers)         | Loyal fans give recommendations real weight        |
| Electronics & high-ticket | Customers with at least one completed order | Buyers who own the product give informed referrals |
| Wholesale / B2B           | Specific customers or Customer tags         | A known, controlled set of accounts                |

### Set your audience

1. Open **Campaign → Target audience**.
2. Choose one of the five options under "Who can refer."
3. For Specific customers or Customer tags, add the customers or tags to match.
4. Save.

### When to tighten the gate

Tighten only when a signal appears — not pre-emptively:

* **Fraud or self-referral attempts** → restrict to prior buyers or a tag.
* **Referral quality is poor** → move to Customers with at least one completed order.
* **You want a controlled ambassador program** → switch to Customer tags or Specific customers.
* **Clean, account-level attribution matters more than reach** → use Members.

### A worked example

*Illustrative, not measured data.* A skincare brand launches with **Customers with at least one completed order**. A month later, [analytics](/referral-program/analytics/analytics.md) show a small group of repeat buyers driving most referrals, so they tag their best advocates `VIP` and add a **Customer tags (VIP)** ambassador tier on top, while keeping the broad program running.

### Who can be referred

The referee side is fixed: only **first-time customers** can be referred and receive the discount, so the incentive always targets new buyers. Bloop blocks self-referrals and other abuse automatically.

### Common mistakes to avoid

* **Starting narrow.** A tight audience on day one hides who your real advocates are. Open wide, then tighten with data.
* **Restricting to Members without a reason.** The login requirement quietly drops guest shares.
* **Tightening to fight fraud you don't have.** Bloop already blocks self-referrals — narrow the gate only when you see real abuse.

### Next steps

* Decide what referrers and referees earn in [Referrer and referee rewards](/referral-program/rewards.md).
* Choose how customers share in [Referral methods](/referral-program/referral-methods.md).


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