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 upper section shows the hit rate over time, as well as a summary of the metrics achieved, e.g. “72.8% of your impressions reached your target group even though they only make up 55.5% of the population, well done!’’. You can also see the hit rate broken down into weeks on the right-hand side.

In the middle section, a breakdown of the target audience’s characteristics is displayed. You can see the following target segments characteristics:

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

The breakdown can display 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 were shown to men and women specifically.

In the above picture, you can see the lowest part of the profile report column. Here you can see how well your campaign hits different socio-demographic segments. You can display the results by hit rate or by distribution, click in the upper right corner, on the dropdown arrow. This will give you a different metric display, as explained in the middle section of the report.

Lastly, in the profile 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 characteristics.

When you have customised your report, it is ready to be exported in different file formats. Just click on the upper right corner on ‘export’. Exports may take some time, depending on the amount of data in the report. Remember that you need to select the desired visualisation of your ‘reach’ and ‘profile hit rate’, before downloading your customised report. If you need more information about exporting your report, you can read it in this article.

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

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How to understand your report - Dashboard

How to understand your report - Reach