---
title: "Journey orchestration"
slug: "journey-orchestration"
description: "Turn customer signals into action with Data Activation. Learn to build dynamic audiences, multi-step journeys, and precise rules to drive real-time results."
updated: 2026-05-15T05:22:28Z
published: 2026-05-15T05:22:28Z
canonical: "docs.supermetrics.com/journey-orchestration"
---

> ## Documentation Index
> Fetch the complete documentation index at: https://docs.supermetrics.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Journey orchestration

Data Activation allows you to translate customer signals into action using [**a****udiences**](/v1/docs/how-to-build-audiences) and [**journeys**](/v1/docs/how-to-build-journeys).

- Use audiences to create dynamic, rule-based lists that update in real time for targeting or suppression — perfect for keeping ad destinations in sync with your latest customer data.
- When timing and sequencing matter, use journeys to build multi-step flows that guide customers through specific paths, triggering actions like emails or retargeting based on their behavior.

## Precise control with rules and conditions

Both audiences and journeys rely on a powerful [condition and rule builder](/v1/docs/conditions-and-rule-builder) that combines profile attributes or facts (who they are) and events (what they did). With the rules, you define exactly who qualifies using [entry and exit conditions](/v1/docs/entry-and-exit-conditions), such as "started checkout," and ensure they stop receiving messages the moment they convert.

## Timing and historical contexts

You can add wait steps to journeys to pace your messaging or set specific time windows on rules to target recent behaviors. See [Timing concepts](/v1/docs/timing-concepts) for more information.

Additionally, [historical processing](/v1/docs/historical-processing) allows you to look back in time when you create a new audience or journey, backfilling it with profiles that qualified in the past, so you can start activating data immediately without waiting for new events to occur.

## More resources

- [How to build audiences](/v1/docs/how-to-build-audiences)
- [How to build journeys](/v1/docs/how-to-build-journeys)
- [Entry and exit conditions](/v1/docs/entry-and-exit-conditions)
- [Timing concepts](/v1/docs/timing-concepts)
- [Historical processing in Data Activation](/v1/docs/historical-processing)