The Audience Insights report surfaces insights about users that you add to a Matched audience. It includes data such as audience characteristics, interests, and behaviors. Generate and apply these insights to gain a holistic and in-depth view of user attributes and craft highly targeted and personalized campaigns.

You can generate an Audience Insights report if your campaigns and account meet certain criteria. Refer to the Audience Insights report eligibility requirements section for more information.

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All advertisers are eligible to generate Audience Insights; however, an audience must meet each of these conditions before it becomes eligible for Audience Insights reporting.

* A matched audience’s Reach metric represents the total number of unique users who saw an ad at least once.
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There is no cost associated with generating an Audience Insights report.

Note that, while you can generate insights for an unlimited number of audiences, you can only do so once per audience. An exception to this limit is when insights are deleted: you can regenerate them, and they will include the same data as the first report you generated if the audience remained unchanged.

Refer to Generate or manage an Audience Insights report for details on how to locate, download, and send insights that you’ve already generated.
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All audience insights include a data table featuring Absolute Audience Value (#), Audience Value (%), National Average (%), and Delta (#) details. They also include a data visualization, which differs depending on the Audience Insight category, and can include a bar graph, circle chart, or scatter plot.
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Each audience insight category includes a series of metrics and values associated with that category, as well as a National Average, an Audience Average, and the difference between them. This delta highlights how much your audience deviates from the average population.

Review the Audience Insights report metrics below, and refer to Generate or manage an Audience Insights report when you’re ready to create one.
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Review Audience Summary insights to assess the total number of individuals and households in the audience, as well as a total count of available phone numbers and email aliases. These details can help you determine the potential reach for this audience.

Assess the audience’s gender distribution with Gender Insights. These details can help you tailor your messaging and products to resonate specifically with male or female users.

Review Ethnicity Group Insights to delve deeper into your customer base’s ethnic diversity. Use these details to foster inclusivity and cultural relevance, and deliver messages that resonate with diverse audiences.

Explore the age distribution of your audience with Age Group Insights. Customize and optimize current and future campaigns by ensuring your message will resonate with your audience’s primary age ranges.

Access valuable Income Insights to determine the income levels of the audience, and align your marketing efforts with these users’ purchasing power.

Understand the audience’s political party affiliation with Party Insights. Craft campaigns during election seasons that align with the political party’s initiatives and specific political values.

Determine the geographic distribution of the audience with Area Type Insights. Develop localization strategies and tailor marketing messages to specific regions for maximum impact.

Determine the geographic distribution of the audience based on area type to develop localization strategies and tailor marketing messages to specific regions for maximum impact.

Explore the interests and hobbies of the audience with Interest Insights. Create relevant content and personalized marketing that will align with your customers’ passions to ultimately foster stronger connections and brand loyalty.

Learn about the marital status of the audience with Marital Status Insights. Ensure your marketing efforts are sensitive to the varying needs and preferences of married and unmarried individuals, and forge meaningful connections with content that resonates with the audience.

Identify the parental status of individuals within the audience with Parental Status Insights. Craft family-centric marketing campaigns and promotions, and tailor their messages to resonate with parents and acknowledge their unique concerns and interests.

Learn about the educational background of your audience with Education Insights. Create content that aligns with these users’ educational backgrounds and related experiences.

Gain valuable insights into the employment status and professional profiles of the audience with Occupation Group Insights. Apply these details to address the specific needs and preferences of professionals in different industries.

Review Home Ownership insights to assess the total number of audience members who own homes versus rent. These details can help you tailor marketing messages to the distinct needs and interests of homeowners, and ensure ads resonate with the intended audience.

Access data on the estimated home values of your audience with Home Value Insights. Discover the products and services suitable for different property value segments, and promote offers that align with your customers’ financial capacities.

Deciles segment users based on their usual weekly earnings in relation to each other. This segmentation can differ by state. According to the US Bureau of Labor Statistics, approximately 10% of all full-time wage and salary workers earn less than the upper limit of Decile 1, and 90% earn less than the upper limit of Decile 9.

Get more granular by categorizing your audience based on these income percentiles with State Income Decile Insights. Develop region-specific marketing strategies, and optimize promotions according to the income levels of the audience in different regions.

Assess the net worth of the audience with Net Worth Insights. Understanding the financial standing of these users allows you to tailor products and services that cater specifically to high-net-worth individuals. Identity your high-value customers and create premium offerings for them.

Understanding the charitable giving behavior of the audience with Contribution Insights. Align your corporate social responsibility initiatives with these customers’ values and connect with them through shared philanthropic interests. These efforts can enhance the brand’s reputation and foster a positive brand image.

You can review an Audience Insights report’s current status on the Audience Insights page of the Insights app.

Each Audience Insights report category includes a National Average and Audience Value. The Delta represents the difference between these two percentages.

The Delta measures how much of the audience deviates from the average population in terms of demographic, geographic, interest, and political preferences. You can use this data to identify areas where the audience is unique, and tailor your marketing strategies and creatives accordingly.