Audience Analytics Dashboard

You can access the audience analytics by clicking triangular logo on the left sidebar, or expand the sidebar to see the word ‘Analytics’ then click on ‘Audience data’.

The Carbon Audience Analytics dashboard is full of useful insights and features to help you get the most out of your data. Let’s start from the top.

Top-level Audience Filtering

Filtering is key to both speed and accuracy in getting the data insights relevant to you. As a default when you login, the data visualised in the dashboard - including all graphs and tables - will reflect your network of sites over the last 7 days. However, there are 6 key top-level filters - that can be used in isolation or combined - to help drill down into the data:

Date filter The date filter towards the top right of the dashboard is where you can set the date range that you want to analyse. There’s a number of predetermined date ranges (today, yesterday, last 7 days, etc) whilst you can also select a bespoke date range.

Property filter The property filter enables users with multiple properties to filter data from just one or a selection.

Alternatively, users can click on a particular property in their 'Property breakdown' table at the bottom of their Audience Analytics dashboard to see the dashboard filtered for that specific property.

Intent filter Users can also filter their dashboard insights by “intent” to breakdown tables and graphs to a specific category within the taxonomy whether that’s cars, fashion, electronics, travel or any one of our thousands of categories. Users can filter by 1 or multiple interests.

Location filter The location filter enables users to view their audience insights by 1 or multiple different countries.

Alternatively, users can click on a particular location in their 'location breakdown' table at the bottom of their Audience Analytics dashboard to see the dashboard filtered for that specific location.

Device filter The device filter enables users to view their audience insights by 1 or multiple different devices, with 10 different devices available incluidng mobile, TV, tablet, desktop, smartphone, smartwatch, ereader, console, smallscreen and media hub.

Brands filter The brands filter enables users to drill down into their audience insights for 1 or multiple different brands.

When combining multiple filters, keep in mind that this will be reflected in all of the subsequent data tables and graphs.

Saved filters Users can also save filtered views to reuse them again and again. If you create a filter that you would like to use again in the future simply press the ‘Save Filters’ button. You can then access these again in the future using the dropdown menu ‘Saved Filters’ where all of your saved filters are listed.

Audiences from Anywhere

Whilst the Audience Analytics tab is primarily for providing data breakdowns and analytics, users can also initiate audience creation from here. The 'Audience from Anywhere' feature means audiences can be created straight from the insights dashboard by simply clicking on the plus button next to the desired data signals that appears when hovering over certain data points. Keep an eye out for the plus sign as you explore your insights.

KPI Tiles

The first set of numbers you will see on the Audience Analytics dashboard are the KPI tiles. These tiles provide you with a quick overview of the main intent signals, top sites, and top brands we are seeing across your sites, as well as your overall network/property reach.

Trending tiles - such as below - can often be seen as part of the KPI tiles showing relevant, near real-time and actionable trends that relate to the popular intent signals emitted by users of your sites.

Demographic Data

There are 2 different tabs for the demographic data covering age, gender, income levels, presence of children, and education levels:

Composition: Composition shows the % breakdown of just your signals. If you hover over the composition visuals you can see counts and/or percentages for each category.

Index: Demographic indexing enables the benchmarking of audience demographics against the Carbon network to surface new revenue opportunities and new areas for audience engagement.

Signal Breakdowns

There are a range of signal breakdowns showcasing an array of data as filtered by the user with each one having its own tab - intent, brands, and demographics.

By default tables show a number of pre selected columns that cover the needs of most people. Each column has an ‘i’ next to the title that when hovered over provides a definition of what the column shows. Users can select the Column Selection button and display or hide columns to fit their requirements. Column selections will reset when a page is reloaded.

Each table has a number of columns including: Category: Whether it’s the intent signal, brand, or demographic make-up of the signal. Addressible: The maximum number of people you will see if you build an audience from this data point. Index: Indexing shows insights into over and under representation for different terms - as benchmarked against the Carbon universe - to uncover new revenue opportunities. For instance; an index of 100 would indicate the signal is just as likely to appear elsewhere in the Carbon network, whereas an index of 200 means that that that signal is twice as common compared to the Carbon network; whilst indexing as 50 means the signal is half as likely to appear in comparison to the Carbon network.

Please note for some breakdown tables there is a toggle between ‘Carbon sourced’ data (1st party) and ‘All source’ (1st party plus 3rd party and local storage). The indexing column will only appear for ‘All Sources’.

Also note that at the bottom of each of the tables there is an ‘Export CSV’ button. This will allow you to download the data from the table in comma separated value (CSV) format which you can then easily open with another tool, such as a spreadsheet, for further analysis.

Further details on each tab can be found below.

Intent

The Intent tab shows a summary of intent/interest data detected for the given time period. Intent is assigned a relevant place in the Carbon taxonomy and the table is sorted by its addressable number, which is the maximum number of people you will see if you build an audience from this data point.

Users will see an index column within the intent breakdown table representing their signals as benchmarked against the Carbon universe. Indexing shows insights into over & under representation for different terms to uncover new revenue opportunities. Users can hover over the index number to understand the figure further.

Users can also change their data view (1st party vs All Sources including 1st party, 3rd party and local storage data) using the toggle to the top right of the table. Note, the Quick Search box as well, which enables users to search for the specific intent category they’d like data on.

To explore a specific category further, users can click on a top-level intent category to reveal our taxonomy navigator. Each top level intent signal can be clicked upon to show further sub-levels within our taxonomy. For example, by clicking on ‘shopping’ intent, a further breakdown list may show data for Black Friday, couponing, Christmas, gifting, etc. These can often be clicked on too, to see even deeper level taxonomy data.

Brands

The Brands tab shows a summary of brand signals we have tracked (i.e. when a user is interacting with brand-related content) for a given time period, assigned to the relevant brand within our taxonomy. As with the intent breakdown, the table is sorted by its addressable number. Similarly, you can use the Quick Search box to search for the specific brands.

Keywords

The Keywords tab shows a summary of Keywords signals we have tracked (i.e. when a user is interacting with content that includes those words) for a given time period. As with the intent breakdown, the table is sorted by its addressable number. Similarly, you can use the Quick Search box to search for the specific keywords.

Daily Trends Graph

The initial graph in the dashboard shows the volume trends across the selected time period, property and interests; broken down by day.

The green line represents the number that is addressable, that is unique profiles that were synced with the Carbon partner network that can be activated - not including users that were detected to have various privacy settings such as Do Not Track, block 3rd party cookies, or have not opted in through a relevant GDPR consent management platform.

Daily Breakdown Table

This table shows a summary of your addressable audience across each 24 hour day in the selected time period.

Property Breakdown Table

This table shows a summary of activity for each property in your network for the entire date range selected. A property represents a value passed through the Carbon tag in the site or property field.

Location Breakdown Table

This table shows a summary of activity for specific countries for the entire date range and property selected. The ‘Quick Search’ input enables users to find traffic data from a specific country much quicker.