Audience insights

Overview

Audience Insights allow you to analyze the audience performance over a selected time frame to understand which user segment has the highest impact for your personalized content. It provides both high-level aggregate metrics, and breakdowns across individual audiences and profile dimensions.


The “Insights” page is displayed on the Optimization tab in the Contentful web app.

Analytics: Audience insights

Audience Insights provide you with clear data for every experiment or personalization, such as:

  • Total audiences – The total number of audiences within the selected time frame that have at least one associated profile.

  • Total profiles – Represents the total number of unique profiles across all audiences in the selected time frame.

  • Average conversion rate – Displays the overall conversion rate across all audiences.

    • Calculated as: Total number of unique converters ÷ total number of profiles

      NOTE: To have the Average conversion rate value displayed, you must first select a conversion metric.

      Analytics: Audience insights full page

  • Audience breakdown – Displays the audience performance over time based on the selected metric, Profiles, Sessions or Views, with the option of comparing two audiences.

    Analytics: Audience breakdown

  • Top performing audiences by – Displays the 5 top-performing audiences, sorted by:

    • Number of profiles

    • Views

    • Sessions

    • Conversion rate

  • Audience profile breakdown by – Displays how audience activity is distributed across key profile dimensions. Displays the top 5 values by number of views for each of the following dimensions:

    • Device type

    • Country

    • Referrer (source)

    • Locale (language + region)

    • Language

      Analytics: Top performing audiences

Audience breakdown

The Audience breakdown section is a time-series chart displaying the audience engagement by Views, Sessions or Profiles over a period of time, depending on the value selected. You can use the chart to track how audiences evolve over a selected period, and compare the size, views or sessions of two audiences using the audience selector:

Analytics: Audience performance comparing audiences

Use cases

  • Track the overall performance of audiences over time.

  • Identify high-performing and underperforming audiences.

  • Understand who makes up each audience based on device, geography, and language.

  • Support optimization decisions for targeting, personalization, and experimentation.