Targeting controls who sees your experiment. You can limit it to certain pages, to mobile visitors, to one country, or build a custom audience that combines several rules. This section covers every targeting option in A vs B.
The Audiences page: every saved audience in the project, reusable across experiments and flag rules.
A vs B checks two things before it enrolls a visitor in an experiment. Both live in Step 1 (Targeting) of the experiment builder.
URL targeting decides which pages the experiment runs on. A visitor must be on a matching page, or the experiment never even looks at them.
Audience targeting decides who the visitor must be: their device, location, browser, traffic source, or your own custom data. An audience is a named, reusable set of these rules, so you can build it once and reuse it across experiments.
A visitor has to pass both checks to be enrolled: on a matching page, AND matching your audience conditions.