Core concepts
The everyday terms you will see throughout Audience Loop. Learn these first, and we promise the guide makes more sense.
At a high level:
Workspaces contain everything for your company, team, domain, or brand.
Folders group related projects or motions.
Lists hold the rows and columns you clean, enrich, grade, and activate.
Templates keep Lists structured and ready to sync into channels.
Sheet operations and Agents do the heavy lifting on the grid.
Enrichment populates missing fields so lists can clean, match, and activate reliably.
Audiences and syncs connect Lists out to channels.
Integrations bring data in and send it back out.
Credits are the meter for how much work your AI audience team can do.
Further details
Mental models for each concept.
Organization Concepts
Workspace
A Workspace is your top level environment in Audience Loop.
One workspace usually maps to one company, brand, or business unit.
Everyone in that workspace sees the same Folders, Lists, Templates, and integrations.
Permissions, billing, and Credits are managed at the workspace level.
You can think of it as your home base. Everything else lives inside it.
Folder
Folders mirror how you think about your GTM work. Use them to group related Lists by:
Funnel stage: Top of funnel, Retargeting, Reactivation
Motion: B2B acquisition, PLG, eCom, ABM
Client or brand: Client A, Client B, Partner programs
Each Folder is a project container. Inside a Folder you create one or more Lists for that project.
List
A List is the working unit of AudienceLoop.
Rows represent contacts, accounts, or events.
Columns hold fields used for cleaning, enrichment, grading, suppression, and activation.
Each List usually maps to one audience you care about for a campaign, loop, or segment.
Examples:
“LinkedIn: ICP prospects Q1”
“PLG trials: high intent last 30 days”
“eCom buyers: 90 day reactivation”
You clean, enrich, grade, and sync at the List level. When people say “audience” in Audience Loop, they usually mean “this List, ready to ship.”
Sheet Concepts
Templates
Templates organize your sheet for a specific purpose.
A Template defines:
Which columns are required for a given use case or channel
How those fields map into platforms such as LinkedIn, Meta, Google, HubSpot
Recommended structure for match and suppression
You can:
Browse Templates by funnel, channel, or source
Start with sample data to try flows safely
Apply Templates when you import a CSV or connect a source so columns are auto mapped
Templates + Lists + Folders form the core of your workspace structure.
List
A List is the working unit of AudienceLoop.
Rows represent contacts, accounts, or events.
Columns hold fields used for cleaning, enrichment, grading, suppression, and activation.
Each List usually maps to one audience you care about for a campaign, loop, or segment.
Examples:
“LinkedIn: ICP prospects Q1”
“PLG trials: high intent last 30 days”
“eCom buyers: 90 day reactivation”
You clean, enrich, grade, and sync at the List level. When people say “audience” in Audience Loop, they usually mean “this List, ready to ship.”
Sheet operations
Sheet operations are bulk actions that run directly on the grid.
Typical operations include:
Normalize: standardize names, emails, phones, and company names
Dedupe: collapse duplicate rows based on keys such as email or name plus company
Validate: check email deliverability or other quality metrics
Filter and sort: focus on rows that are ready to activate
Use sheet operations early in your workflow so you do not waste Agents, Credits, or ad spend on broken rows.
Agentic Enrichment
Enrichment fills in missing details for each row using 1P, 2P, and 3P sources.
Typical operations include:
Company details: domain, size, industry, and location
Contact details: role, seniority, and LinkedIn profile links
Email and phone verification signals
Social and web presence signals that add context
Standardized fields that improve matching and segmentation
Custom Columns pull in details you need, with agentic prompts.
Use enrichment after you normalize and dedupe, so you enrich the cleanest version of each row and avoid spending effort on duplicates or broken records.
Audiences and integrations
Audience Sync
An audience is simply a List that you push to one or more destinations.
When you sync a List into a channel such as Meta, Google, LinkedIn, HubSpot, or an ESP, Audience Loop formats and hashes data correctly for that destination.
Sync status shows up in dedicated status columns in the grid so you can see which rows made it into each channel.
Live Audience
A Live Audience is a List that stays connected to its sources and destinations.
New and updated rows keep flowing in from integrations.
Agents and sheet operations can run on a schedule or based on triggers.
Syncs stay active so paid and CRM tools always have current audiences.
This is the “loop” in Audience Loop: connect, enrich, match, activate, then keep iterating.
Integrations
Integrations connect Audience Loop to the rest of your stack.
They include:
CRMs and ESPs
Ad platforms and walled gardens
Forms, webhooks, APIs, and tools like Zapier or Slack
Analytics or data platforms
Integrations serve as both sources (data into Lists) and destinations (audiences out to channels). You keep your system of record in tools such as HubSpot while Audience Loop focuses on audience prep and activation.
Agents and Credits
Agents
Agents are reusable AI workflows that operate on Lists.
Examples include:
Match Booster: fills missing identifiers and fixes formatting to improve match rates
Account Profiling: enriches companies and assigns ICP tiers
Visitor Intelligence: turns events or visitors into segments based on behavior
Bidding Optimization: reads performance data and suggests segments to bid up or suppress
Agents combine enrichment, scoring, and decision logic so you can run a complex flow in one step. You choose which Lists and which rows they run on.
Credits
Credits measure usage in Audience Loop.
Credits are consumed by:
Agent runs and Enrichment
Integrations that pull and push data
Live Audiences and analytics that keep Lists and statuses updated
Heavier sheet operations and background processing
You can think of Credits as the budget for your AI audience team. Clean Lists first, test on small samples, then run full workflows so you spend Credits on the rows that will actually go live.