👥 Audience Graph
Build a unified, 360-degree view of every person who interacts with your brand — across Facebook, Instagram, TikTok, and beyond. The Audience Graph is the single source of truth for customer intelligence in UniPulse.
What Is the Audience Graph?​
The Audience Graph resolves identities across platforms to create one AudienceNode per person, even if they comment on your Facebook posts, DM you on Instagram, and engage with your TikToks. Every interaction, purchase, and conversation is linked back to this unified profile.
See Cross-Platform Identity for details on how identity resolution works.
AudienceNode — The Profile​
Each person in your audience is represented as an AudienceNode with the following data:
| Field | Description |
|---|---|
| displayName | The person's name (resolved across platforms) |
| avatarUrl | Profile picture |
| Email address (when available) | |
| phone | Phone number (when available) |
| socialHandles | JSON map of platform handles (e.g., {"instagram": "@handle", "tiktok": "@handle"}) |
| engagementScore | Numeric score reflecting interaction frequency and recency (see Segments & Scoring) |
| segment | Auto-assigned segment (Champions, Loyal Fans, At Risk, etc.) |
| tier | Customer tier (e.g., VIP, Regular, New) |
| totalComments | Lifetime comment count across all platforms |
| totalDMs | Lifetime direct message count |
| totalPurchases | Number of completed purchases |
| totalSpent | Total revenue attributed to this customer |
| avgOrderValue | Average order value |
| firstSeenAt | When this person first interacted with your brand |
| lastInteractionAt | Most recent interaction timestamp |
| lastPurchaseAt | Most recent purchase timestamp |
| tags | Custom tags applied by your team or automation |
| metadata | JSON field for any additional custom data |
Interactions​
Every touchpoint is logged as an AudienceInteraction:
| Field | Description |
|---|---|
| type | The interaction type (comment, DM, mention, like, purchase, etc.) |
| platform | Which platform it occurred on |
| postId | The post it relates to (if applicable) |
| orderId | The order it relates to (if e-commerce) |
| content | The message or comment text |
| sentiment | AI-detected sentiment for this interaction |
| intent | AI-detected intent |
| value | Monetary value (for purchases) |
| metadata | Additional JSON data |
Interactions flow in from two sources: (1) social platform APIs in real time, and (2) the Unified Inbox as conversations are processed by ICE. Each interaction automatically updates the audience node's engagementScore, totalComments, totalDMs, and other aggregate fields.
Coupons & Incentives​
The Audience Graph also tracks personalized coupons generated for individual audience members:
| Field | Description |
|---|---|
| code | Unique coupon code |
| type | Discount type (percentage, fixed amount, free shipping, etc.) |
| value | Discount value |
| minOrderValue | Minimum order required to redeem |
| expiresAt | Coupon expiration date |
| usedAt | When the coupon was redeemed (null if unused) |
| orderId | The order that used this coupon |
| source | How the coupon was generated (manual, bot auto-reply, workflow, etc.) |
Browsing the Audience​
Navigate to Audience > Graph to:
- Browse all audience profiles in a searchable, sortable list
- Search by name, email, social handle, or tag
- Filter by segment, tier, platform, engagement score range, or purchase history
- Sort by engagement score, total spent, last interaction, or first seen
- Click any profile to see the full detail view with:
- Complete interaction timeline
- Conversation history (linked from the Unified Inbox)
- Purchase history and coupon usage
- Segment membership and tags
- Engagement score breakdown
Tags​
Organize your audience with AudienceTags:
| Field | Description |
|---|---|
| tag | The tag text (e.g., "VIP", "Influencer", "Needs Follow-up") |
| color | Display color for visual organization |
| usageCount | Number of audience nodes using this tag |
Tags can be applied manually, via Escalation Rules (using addCrmTags), or through automation workflows.
Related Pages​
- Segments & Scoring — How engagement scores are calculated and segments are assigned
- Cross-Platform Identity — How profiles are merged across platforms
- Unified Inbox — Conversations linked to audience profiles
- AI Auto-Reply — How the bot uses audience data for personalized replies