How to understand your report - Profile

Corina Alonso Updated by Corina Alonso

The Profile section shows the results related to the hit rate of the selected target audience by the campaign. In other words, it shows how much better you were at hitting the target group when compared with its natural occurrence in the population.

The Hitrate in Target group part of the section shows the hit rate over time, as well as a summary of the metrics achieved, e.g. “81.9% of your impressions reached your target group even though they only make up 59.7% of the population, well done!’’. You can see the hit rate broken down into weeks on the right-hand side.

Next, you can see the Hitrate in Target Group by channel

The Hitrate/Distribution in segments part of the section shows a breakdown of the target audience’s characteristics. You can see the following target segment characteristics:

  • Gender
  • Income
  • Age
  • Employment
  • Education
  • Children in household
  • Household size

The breakdown can display the hit rate and distribution. The hit rate refers to how well you have reached a target audience compared to their occurrence in the online population, and the distribution displays how the impressions were distributed overall for the campaign based on profiles. You can decide which metric you would like to see, on the upper right corner, if you select the dropdown arrow called ‘Show as:’. 

If you are in a hit rate overview, you can see if you have an overrepresentation of impressions in a certain group compared to the group’s occurrence in the online population, e.g. Do you have a higher share of impressions for men or women compared to the statistical probability to hit each one in the online population. If the result shows a positive hit rate, then the bar is green, if the results show a negative hit rate, the graph bar will be red. If you choose to display the results by distribution, you can see how many impressions (proportions in %) were shown to men and women specifically.

If you select Hitrate it looks like this:

If you select Distribution it looks like this:

Please note: if your report includes a YouTube channel you can see only hitrate/distribution by Age and Gender:

Lastly, at the bottom of the section, you can see how well your campaign reaches the segments by channel. To see the results by channel, click on the name of the segment characteristic.

If you have questions concerning understanding your reports, feel free to reach out to us at

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