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Audience Insights provides you with valuable information about a created Audience, such as Audience Metrics, Audience Overlap, Audience Trends and more. This also helps you to know the Output Identifiersthat are associated with the Audience, providing valuable input for refining your marketing strategies and evaluating campaign performance. To open the Insights for an Audience, click the Insights icon shown in the image below.
In the Audience Insights screen that appears, you can find information about the folder in which the Audience is residing along with the Audience ID, Audience Creation Date, Created By information and Last Updated date. In addition to it, it also contains the following three tabs:
  • Audience Metrics
  • Audience Overlap
  • Audience Trends

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Audience Metrics

In the Audience Metricstab, you can get an overview of the Unique Customer Count along with the detailed breakup of the Identifiers chosen and the Destinations across which you have activated them.
Unique Customer Count - This represents the count of unique customers meeting the criteria you have set for your Audience after applying Consent Rule at Audience Level. The unique customer count updates with each audience refresh for all activation types. Track the trend for this count in the Audience Trends section of Audience Insights. In addition, you can also view the count of identifiers associated with these unique customers under View Input Identifier section. To view the detailed breakup of your Audience, click View Input Identifiersunder Unique Customer Count. This helps you to define the activation strategy for the Audience. Note that the unique customers count is not always equal to the sum of the individual IDs. This is because a single user can have multiple IDs such as email, phone, Maid and Google cookie, which cannot be considered as a unique ID.
Destinations Linked - Under this section, you can find details such as Output Identifiers, Total User Count, Customers Matched, Last Upload date, Extensions applied and more. Click Output Identifiers, to view the breakup of Output Identifiers based on 1P Seed Data, 1P Lookalike Extension and 3P Extensions applied. Click User Count to view the break up of customers qualified through 1P Seed Data, 1P Lookalike Extension and 3P Extensions.
Under Destinations Linked, click the desired Destination to view the detailed break up of Output Identifiers ready for activation on that Destination. You can find this information under the Output Identifiers tab. You can also find the number of customers matched due to the extensions applied, under the Customer Matched tab. This level of detail helps you to strengthen your campaign strategy by further looking into the identifier distribution and making the required changes. In the below image, the count 7.3K that you see under the Output Identifiers represent the sum of all the Identifiers that are ready for activation on that Destination.
Note:The number under Output Identifiers represent the count of identifiers meeting the criteria you have set for your Audience after applying Consent Rule at Audience Level and Consent Rule at Channel Level.

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Understand Audience Metrics with a Use Case

To understand how to interpret the various counts available on the Audience Metrics tab, let’s consider an example. Assuming all user profiles listed in the table below meet the Audience Criteria, we can determine the counts based on their compliance with the consent rules set at the Audience and channel levels, as well as the availability of output identifiers accepted by the Destination. The resulting counts are detailed in the Result section. Assumptions
  • All the below user profiles meet the Audience criteria.
  • The chosen Destination accepts MAIDs and Phone numbers as output identifiers.
ProfilesEmail Address AvailablePhone Number AvailableMAIDs AvailableAudience Consent AvailableChannel Consent Available
UCID 1YesYesYesYesYes
UCID 2YesYesNoNoYes
UCID 3YesYesYesYesYes
UCID 4NoNoYesYesNo
UCID 5YesNoNoYesYes
**Result
Audience Level AnalysisDestination Level Analysis
Unique Customer Count: 4Reasoning:

  • Users qualifying Audience criteria: UCID 1, UCID 3, UCID 4 and UCID 5

  • Users removed due to consent rule set at Audience level: 1 (UCID 2)

Output Identifier Count: 4

  • UCID 1 and UCID 3 have both MAIDs and Phone numbers as output identifiers.

User Count: 2

  • UCID 1 and UCID 3 qualify all the following criteria:

    • Audience criteria

    • Consent rule set at Audience level

    • Accepts both MAIDs and Phone numbers as output identifiers

    • Consent rule set at channel level

Users removed due to Consent rule set at channel level: 1 (UCID 4)

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How to View Insights for an A/B Test enabled Audience?

When you check the Audience Insights for an A/B Testing enabled Audience, you can choose the cohort for which you wish to view the metrics. Once chosen, the screen displays relevant information about the selected cohort, including the Cohort Size, Cohort ID, and Last Updated date. By hovering over the Audience Split circle, you can also see the percentage share of each cohort. The process of viewing Audience metrics and the linked Destinations for each cohort is similar to the method mentioned above.

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Audience Overlap

Audience Overlap denotes the shared customer percentage between two Audiences, providing valuable insights into customer behaviour for effective marketing strategies. It refreshes every three (3) hours. Let’s consider the following example showcasing the Audience Overlap feature: Consider two distinct Audiences mentioned below.
  • Audience A - Targets 2.5K unique Fitness Enthusiasts interested in gym memberships, workout apparel and fitness equipment.
  • Audience B - Targets 177.9K unique Healthy Cooking Enthusiasts interested in organic food, recipe books and cooking utensils.
Upon checking the Audience Overlap between these audiences, it’s found that 2.5K customers are common to both. This overlap can be used to develop joint promotions/combined packages, ensuring tailored content and preventing ad fatigue among these customers.
Note:The error in the overlap percentage is higher when the number of shared users is less than 1000 for the compared Audiences. Hence, exercise caution while using the Overlap functionality.

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How to Use Audience Overlap?

In the Audience Overlap tab, you can view the unique customer counts of the two Audiences that your are comparing, along with the count of customers common to both. Note that one of the Audience has to be the one that you are working on, while you can choose the other Audience from the rest of the Audiences in Active and Published statuses, either by using the search box or by scrolling through the list. The overlap count and percentage may differ depending on the Audience you choose. You can download the complete overlap report of the selected audience with all existing audiences in the account by using the Download Report button shown in the image below. The report will be a CSV file showing the percentage overlap of the selected audience with all the other audiences in the account.
In the Audience Trends tab, you can view real-time insights of your audience as per the configured refresh frequency. The count of qualified customers dynamically updates with the inflow of new data and qualifying criteria for the audience segment. Zeotap facilitates a retrospective analysis of your audience over the past 30, 60 or 90 days. The Audience Trends refreshes every three (3) hours.
Within the platform, a trend graph is presented, depicting the timeline of audience refresh on the X-axis and the volume of unique customers qualifying for your audience or the number of output identifiers being sent to a destination, on the Y-axis. Note that these insights includes customers who may have been disassociated from the audience due to evolving qualifying criteria, providing a holistic perspective on audience dynamics.
Last modified on February 26, 2026