Addressable Audience Metrics

Lists and defines metrics provided by Addressable Audiences.

Customer-Level Metrics

These metrics return data for traits realized when visitors come to your site or when you send inbound data files to Audience Manager. These metrics provide a comprehensive view of audience size for your account.

Metric Description

Customer Addressable Audience

This metric represents devices that:

  • Have realized either a rule-based or an onboarded trait during the look-back window AND
  • Have an ID sync with the chosen destination regardless of the time of syncs.

Customer Total Audience

A count of devices that have realized either a rule-based trait on your properties or an onboarded trait from your offline files during the look-back window.

Addressable Audience Match Rate

Customer Addressable Audience ÷ Customer Total Audience expressed as a %.

In the Addressable Audience Interface, use the Visitors reachable in drop-down list to view the match rate for different time intervals, ranging from devices reachable in the last day to the devices reachable in the lifetime of your integration with this destination.

Segment-Level Match Metrics

These metrics return data on segment membership. They help provide a more granular and accurate view of the audience size for each of your segments.

Note: The way the look-back window is applied at the segment level is different from that at the customer level. Visitors can come to the site and realize a trait 10 days ago, and they could qualify for a segment since then and dropped out of the segment 2 days ago. When the 7-day look-back is applied, these visitors will be counted at the segment level but not at the customer level.
Metric Description

Segment Addressable Audience

The number of users who have belonged to the segment during the report look-back period and have an active ID sync on your site. Segments can include your own first-party data and second party and third party data, via traits acquired in the Audience Marketplace.

Tip: When used with the 1-day look-back period, this metric can help you understand the current state of your segments. This is because the Segment Addressable Audience metric represents the users who stayed in a segment throughout the previous day. Combine this with the fact that Audience Manager refreshes Addressable Audiences daily, combining this metric and lookback period provides the most up-to-date snapshot of your segments.

Total Segment Population

A count of all the devices that were a member of your segment during the report look-back period.

Segment Match Rate

Segment Addressable Audience ÷ Total Segment Population expressed as a %.

Platform-Level Metrics

This metric returns data on activities collected across all Audience Manager customers. They can provide a broader view of the customer's audience compared with the aggregated Audience Manager customers.

Metric Description

Audience Manager's Addressable Audience

A count of all devices that have interacted with all Audience Manager customers at the platform-level during the report look-back period and that could be matched with your chosen destination.

This metric is useful because it shows you:

  • The size of the total addressable audience that Audience Manager can reach on a particular targeting destination.
  • How big the Audience Manager profile pool is for a targeting platform and the size of their audiences.

Comparing Customer and Segment Addressable Audiences

You shouldn't compare the Customer Addressable Audience and Segment Addressable Audience metrics to determine if one is more significant than the other. These are separate, different, and independent metrics. As described in the definitions above, each of these is derived from different data sets. Given this, you should avoid deriving any conclusions if one metric is larger than the other. All you can say when comparing these is that:

  • Customer Addressable Audiences is based on trait realizations for your own, first-party data. This metric provides a broad, comprehensive view of your integration with a data partner.
  • Segment Addressable Audiences is based on segment qualifications for your own first-party data, plus second and third-party data. This metric provides a granular, more accurate view of your addressable audiences in a targeting platform.