User groups allow you to join together a combination of audiences to create a broader targeting group for your campaign.

Whilst a list of targeting and triggering rules must all be fulfilled to show a campaign, user groups are independent - this means that any one group can trigger the campaign when the rules are fulfilled.

To illustrate, let's use a basic example. I want to show my campaign to everyone who looks like they're going to abandon on the basket page. Here's what this looks like:

Unfortunately, my site URL structure is different on mobile - where my basket page on desktop always contains /basket, on mobile this is named #checkout-step-1. I also can't use the traditional exit trigger on mobile because there's no cursor - I'm going to need a different trigger as well.

To make sure I correctly target my audience, I can create and name 2 user groups:

Here's what this would look like:

As you can see, these are a powerful way to build an audience. Without the limitations posed by a single set of rules, you can create up to 10 user groups to encapsulate every variation of your ideal audience.