The audience report enables you to learn about the size of the audience, its impact on your business metrics, and the behavior of users in the audience. While users enter audiences in real time, the reports are updated once a day overnight and are not rendered in real time. Note that this means that while you can view data in various timeframes (yesterday, the last 7 days, or the last 30 days), these don't include today's data.
To view an audience report, go to Audience Hub › Audience Manager and click an audience.
Report metrics
Different metrics appear for different verticals. You can customize some of the metrics that are displayed in Settings › General Settings › Primary Metrics. To learn more, see Customized Dashboard and Audience Reports Top Metrics.
| Metric | Meaning |
|---|---|
| Users | Number of users that belong to the audience and their percentage of the total users on the site. |
| Purchases | Total number of purchases by users in the audience, and the share of purchases of the entire site. |
|
Submissions (financial institutions) |
Total number of applications submitted by users in the audience, and the share of submissions of the entire site. |
| Conversion Rate | Total number of users in the audience who made a purchase (e-commerce) or a submission (financial institutions) / total number of users in the audience, and how it compares to the site average (all users). |
| Revenue | Total purchase revenue of users in the audience, and the share of total site revenue. |
| Revenue/User | Total purchase revenue of users in the audience / total number of users in the audience, and how it compares to the site average (all users). |
| Avg. Order Value | Total purchase revenue of users in this audience / total number of purchases by users in this audience, and how it compares to the site average (all users). |
| Number of Pageviews | Total number of pageviews by users in the audience, and the share of total site pageviews. |
| Pageviews/User | Total pageviews of users in this audience / total number of users in the audience, and how it compares to the site average (all users). |
| Traffic Sources / Top Referring Domains |
The percentage of users in the audience that came from each traffic source, and how it compares to the site average (all users) Note: Percentages can exceed 100% if users in the audience visited the site more than once from different traffic sources. |
| Device Type / Browsers |
The percentage of users in this audience that are using each device type and browser. Note: Percentages can exceed 100% if users in the audience visited the site more than once from a different device/browser. |
| Top Countries / Map View / Top US States | The percentage of users in the audience in each location. |
| Goals | The number of times users from the audience converted each one of your goals, the total revenue, the number of users that converted, and the conversions per user. Each metric is compared to the site average (all users). |
| Events | The number of times users from the audience triggered each one of your top 20 events, the number of users that triggered the event, and the number of events per user. Each metric is compared to the site average (all users). |
Tip: You can gain more value from the report by comparing an audience to a different audience (e.g. mobile vs. desktop). Click Compare to at the top of the report, or from the main Audience table, and select an existing audience.