Audience Insights Report

About

Audience Insights reporting provides users with a breakdown of campaign performance by audience segment, independent of campaign targeting, as well as campaign metric composition by audience segments. For example, understand which GroundTruth Behavioral Audiences were matched to specific campaign impressions, clicks, visits, etc.

View Audience Insights by: Behavioral Audience, Category, Brand Affinity, or Demographics

Screenshot above shows the drop down under "Report Name" for selecting what type of audiences you want to view. 

Behavioral: Understand how GroundTruth Behavioral Audiences interact with your campaigns 

audience-insights-ss2.png

Brand Affinity: Understand at what brands the users in your campaign over-index. 

See brand overlap for all brands or filter data by category to see only brands in your vertical (e.g. restaurant).

audience-insights-brand-affinity-restaurants.png

Category: Understand how visitors to various categories (e.g. restaurant, fishing & hunting, mattresses, etc.) the users in your campaign over-index for. 

Audience Insights Use Cases

Here are some use cases for applying the data from Audience Insights:

  • Campaign Optimization
    • Audience Insights provide top performing (and bottom performing) audience segments for your campaign independent of targeting. The data can be used to influence targeting strategies to drive higher performance by reaching the right audience segments with the right message.
  • Building campaign strategies for future campaigns
    • Based on the historical performance of audience segments across campaigns, clients can build targeting strategies for future campaigns to ensure high performance
    • Given that KPIs for each campaign are independent, clients can choose to look at relevant KPI from historic campaigns
  • Composition of Visitors
    • Based on the overlap between visits and audience segments, clients can quantify the audience composition of their visitors (e.g. if there are 100 millennials out of 1000 total visits, millennials make up 10% of the total composite audience segmentation)
    • Understanding this overlap can help understand what percentage of visits belong to a certain audience segment
    • How to: 
      • At campaign or adgroup level, export 'Report Data' into excel
      • The output will look like below

  • 'Matched Visits' will provide you raw counts of no of visits that are matched to a specific audience
  • Calculating a % of 'Matched Visits' to overall visits will provide a composition of the visited users
    • Eg: In the above screenshot, there are total 1500 visits with the composition: 
      • Music Lovers = 976/1500 = 65%
      • Diners = 860 / 1500 = 57%
  • Note: The composition will not add up to 100% because one visit may be matched to multiple audiences

Leveraging Insights from Audience Insights

The goal of Audience Insights is to isolate audience segments and visitation behavior to brands or categories driven to complete a specific action by the campaign and then leverage those audiences for future campaign targeting.  

Here are some pointers for making the most of the insights to optimize campaigns. Use the below process to help identify top segments and test to improve campaign performance:

  • Segment performance for your campaign to improve campaign targeting. Identify your top segments and test to identify the areas to adjust in order to improve campaign performance: 
    • Focus on top 10-15 audience segments which have the best performance for a select KPI (Visit Rate, Click Through Rate, etc.), OR all audience segments with performance higher than campaign average for the same KPI.
    • From this list, prioritize a few segments (5-7) based on your understanding of your target audience as well as historic learnings across past campaigns
    • Use this shortlist of audience segments to target current or future campaigns and observe the performance over time
    • The goal is to identify audience segments which continue to show high performance through targeting. 
  • Testing: 
    • As you increase the scale of IDs that match an audience by targeting specific groups in your short list, there’s a chance that the performance for that audience segment will go down because the initial results were driven through a small set of IDs which naturally occur more frequently on the GroundTruth network, however, the segment as a whole might not be a strong performer  (i.e. when there’s a smaller overlap the data might just show IDs from groups we see regularly, so it’s good to test performance by targeting the audience in a campaign)
    • Going through this process, you will be able to identify a list of segments which show high performance for the campaign even at scale. These are the ideal segments which should be used in targeting.

How Audience Insights works

  • Audience Insights in Ads Manager is based on user ID to audience segment matching.
  • Through Audience Insights, matched audience segments are assigned credits based on user engagement with a campaign (impression, visit, click, etc.).
  • The process of matching audience segments is based on user IDs, independent of the targeting parameters of the campaign.
  • The data is aggregated to quantify matched impressions, matched visits, matched clicks, etc. by audience segment. This information is delivered in the report to show campaign performance by audience segment.
  • All metrics from Audience Insights are available for export for deeper analysis into the performance and absolute match of each segment.  

Examples: 

  • Example 1: If 5 impressions are served to IDs which belong to the "Millennial" Behavioral Audience segment, that segment will get a credit of 5 or have 5 matched impressions 
  • Example 2: If 2 of the impressed Millennial audience IDs click and 3 visit the store post impression, Millennial Behavioral Audience will get 2 credits for matched clicks and 3 for matched visits.

 

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