Introduction

Use Audience Insights to understand, evaluate, and communicate an Audience's characteristics. Explore its size, contactability, demographics, geography, and other attributes, compare it with another Audience or population, and build custom reports to surface the insights that matter.

Audience Insights is separate from the Campaign tab. Use Insights to understand the people in an Audience. Use Campaign to review campaign performance for activated Audiences.

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Note
If you bookmarked this page when it covered campaign performance reporting, that content now lives in Audience Campaign. The Insights tab now refers to Audience composition and profile reporting.

Availability

The Insights tab is available on Audience pages. Audience Acuity (AA) data requires an Audience Acuity subscription. Contact your GrowthLoop team if you want to use AA-powered Insights.

What you can review

The Insights tab starts with summary counts:

Audience Size: the number of members in the Audience.
Email Count: the number of Audience records with an email address in the mapped email field.
Phone Count: the number of Audience records with a phone number in the mapped phone field.

Email and phone counts use the fields mapped for Audience Insights. Counts may differ from exported email or phone totals if an export uses different fields.

The tab then displays standard graph sections:

Composition: age, gender, household income, language, homeownership, children in household, and Audience Acuity demographics such as education, occupation, household composition, and age of children.
Geography: a map, top states, and top countries.
Custom Reports: saved user-defined graphs, when Custom Reports are enabled for your organization.

Each graph shows how Audience members are distributed across an attribute. Graphs may show a loading state while GrowthLoop prepares the underlying Insights data. It may take a minute or more to fully load all graphs depending on the size of the Audience. Graphs showing a mapping prompt or a lock are not available and require either mapping the field, if available, or contacting GrowthLoop to use Audience Acuity data.

Data sources

Audience Insights can use first-party data and Audience Acuity data.

Data source	How it works
First-party data	Data from your Dataset Group. GrowthLoop uses mapped fields such as `email`, `phone_number`, age, gender, income, language, homeownership, state, zip, and country to power standard graphs and contact counts.
Audience Acuity (AA)	Enrichment data available through an Audience Acuity subscription. AA can power graphs such as education, occupation, household composition, and age of children.

Coverage indicators explain how much of the Audience contributed to a graph. When both first-party and Audience Acuity data are available for the same graph, first-party data takes priority. When an AA-backed graph is not available to your organization, the graph appears locked.

Map fields for Insights

Click the settings button in the Composition section to open the Insights field mapping modal. Use this modal to map Dataset Group fields to Insights fields.

Contact mappings

Map these fields to populate contactability counts:

Email
Phone number

Demographic mappings

Map these fields to populate first-party composition graphs:

Age
Gender
Household income
Language
Homeownership
Number of children

Geography mappings

Map these fields to populate the geography graphs:

State
Zip
Country

You can also mark a field as absent when your Dataset Group does not contain a usable field for that slot. After you save mappings, the page shows an updating state while the Insights data refreshes.

Standard graphs

Standard Insights graphs appear in a stable order. Their availability depends on field mappings, Audience Acuity availability, and enrichment coverage. For graphs that can use both first-party and Audience Acuity data, GrowthLoop uses first-party data when it is available.

Graph	Source
Age	First-party age or birthdate mapping, with Audience Acuity support when available
Gender	First-party gender mapping, with Audience Acuity support when available
Household Income	First-party income mapping, with Audience Acuity support when available
Language	First-party language mapping, with Audience Acuity support when available
Homeownership	First-party homeownership mapping, with Audience Acuity support when available
Children in Household	First-party number-of-children mapping, with Audience Acuity support when available
Education Level	Audience Acuity only
Occupation	Audience Acuity only
Household Composition	Audience Acuity only
Age of Children	Audience Acuity only
Geographic Distribution	First-party state, zip, or country mapping, with Audience Acuity support when available
Top States	Derived from Geographic Distribution
Top Countries	Derived from Geographic Distribution

The geography map is the canonical geography graph. Top States and Top Countries are derived views from the same geography Insights data.

Compare Audiences

When Audience Comparison is enabled, use the comparison control to compare the current Audience to another Audience in the same Dataset Group.

Two comparison modes are available:

Distribution: shows each Audience's percentage distribution for the same graph buckets.
Index: shows the percentage difference between the current Audience and the comparison Audience for each bucket.

Comparison data is fetched from the comparison Audience's cached Insights data. If the comparison data is unavailable or still processing, the page shows an inline status while keeping the current Audience Insights visible.

Create Custom Reports

When Custom Reports are enabled, use Create Custom Report to save additional graphs for an Audience.

To create a custom report, choose:

Data source: Data Warehouse or Audience Acuity.
Attribute: the field to graph.
Optional boolean filters: boolean fields that narrow the custom graph before selecting the final attribute.
Chart type: bar, pie, or horizontal bar.
Cutoff: the maximum number of buckets to display. When omitted, GrowthLoop uses 10 buckets.
Title: the saved display title for the graph.

The modal shows a preview before saving. A custom report can be saved after the preview succeeds and the report has a title.

Data Warehouse custom reports use fields from the Audience's Dataset Group. Audience Acuity custom reports use available Audience Acuity enrichment fields when Audience Acuity is enabled for your organization.

Saved custom reports appear in the Custom Reports section.