Techniques for directing plug-in updates for software applications to a target audience using manifest parameters are disclosed. In some embodiments, directing plug-in updates for software applications to a target audience using manifest parameters includes processing a manifest to determine that a plug-in is available for a software application on a device; determining whether a plurality of attributes associated with the plug-in match corresponding attributes associated with the device or the software application, in which the plurality of attributes are identified in the manifest; and automatically installing the plug-in if the plurality of attributes are determined to match.