You can use audience metric analysis to analyze metrics for the current audience and view information, such as the distribution of metric values, as shown in the figure below. You can also compare the metrics with the entire population in the audience's user tag dataset or with other audiences from the same data source.
The audience must be created using Tag Filtering or operations that involve tag filtering, such as cross-filtering or audience intersections and unions. Otherwise, the analysis results will show that no data is available.
Procedure
Select the audience to analyze. There are two ways to do this:
Go to Workspace > User Insights > Audience Management > Audience Analysis. Select an audience from the Audience drop-down list, as shown in the figure above.
Go to Workspace > User Insights > Audience Management > Audience Management. In the audience list, click the
icon next to the desired audience to open the Audience Analysis page.
On the Audience Metric Analysis tab, select a user tag dataset (including custom tag datasets) from the same data source on the right. If the dataset contains tags associated with the audience, the tags are available as metrics for analysis.
Select a comparison type.
Disable comparison: No comparison analysis is performed.
Compare with entire population: Compares the current audience with the entire population in the dataset.
Compare with audience: Compares the current audience with a specified audience from the same data source.
From the Search tags drop-down list, select the tag to analyze. The corresponding analysis chart is displayed below.
NoteAlternatively, you can select a tag category, and then select a tag from the list below. You can sort the tag list by total popularity, number of analyses, number of times used in filters, or number of pushes. Hover the mouse pointer over a tag to view its data.
Not all tags in a dataset can be used for audience metric analysis. The available tag types are enumeration and multi-value (only if the number of unique tag values after splitting and deduplication is 50 or less). By default, all available tags are enabled for analysis when you create a dataset. You can also disable specific tags for analysis when you edit the dataset. For more information, see Manage user tag datasets and Manage custom tag datasets.
The system automatically selects a chart based on the number of tag values, as follows:
Number of tag values
Select a chart.
<= 5
Pie chart
> 6 and <= 10
Colored column chart
> 10
Condensed column chart
You can click the icons in the upper-right corner of a chart to perform operations, such as filtering null values, switching the chart type (column chart, pie chart, or treemap chart), sorting (default, descending, ascending, or custom), viewing data, exporting, zooming in, and closing the chart.
Details:
Filtering null values excludes data where the tag value is unknown (null) from the statistics, as shown in the following figure.
Only column charts support custom sorting. To use this feature, select Sort > Custom. In the dialog box that appears, drag items to adjust their display order in the column chart, as shown in the following figure.
NoteCustom sort orders are saved for each user individually and cannot be shared.
Hover the mouse pointer over a shape in the chart to display the number of people in that segment. If comparison is enabled, the percentage is also displayed, as shown in the figure below.
