Explore MNTN's Audience Segment Report for in-depth insights into each segment within your Prospecting campaign, empowering you to analyze performance and optimize towards your goal.

Leverage the detailed data to understand audience interests and behavior and refine your audience to elevate the effectiveness of your Prospecting campaigns.

Understanding the Audience Segment Report

The Audience Segment Report evaluates the audience segments targeted in your Prospecting campaigns, including MNTN Matched, third-party Interests, and CRM.

While the performance data isn't de-duplicated across segments, you can filter the report based on 'Segments' and 'Campaign' to gain a clearer understanding of your audience's performance. For more information on de-duplication, please see considerations.

💡 Note: We do not currently support filtering by other dimensions such as creative, geo-location, etc.

In this report, you’ll find 3 distinct sections to better evaluate and understand your data.

Top 5 Segments: Spend and Users Reached

In this section of the report, we can evaluate our top 5 audience segments against one another by Spend and Users Reached.

Leverage this section of the report to evaluate spend and reach across your top segments. This report can help to inform exactly which customer attributes, interests, or behaviors are receiving the highest coverage across your campaign.

Top 10 Segments: Conversion Volume

In this section of the report, you can evaluate conversion performance across our top 10 segments by conversion volume.

Use this data to determine which audiences are driving the highest conversions and the comparative spend against that audience to best evaluate efficiency.

You can also select other available metrics to sort your audience segments by in the top right-hand corner of this graph. Choose from any one of the many metrics available, which are also available in the Segment Details Data Table below.

Segment Details Table

This report allows you to dive into the nitty-gritty data of your audience segmentation strategy by showing line-by-line reporting on all targeted third-party interest, MNTN Matched, and CRM segments.

Audience Segment Report: Considerations

⭐️ Audience Segment Performance is Not De-Duplicated

An individual can fall into multiple audience segments, especially if your segmentation strategy includes similar attributes. Evaluate each audience segment's effectiveness using relevant metrics like users reached, conversions, and ROAS to make informed decisions.

🔍 Example

Health Food Store X targets both 'Organic Food Enthusiasts' and those 'Likely to Buy Online, Pick Up in Store Services'.

If a customer falls into both segments and makes a purchase, the conversion will be recorded for both segments in your report.

⭐️ AND Statement Performance

Using "And" statements in audience creation targets only the overlapping users in both segments, limiting the ability to compare outcomes from each individual segment. To test multiple segments and identify top performers, it is advisable to employ as many "Or" statements as possible when constructing your audiences.

💡 Note: See Audience Strategy: Best Practices and Considerations for more information on "AND" and "OR" statements

⭐️Optimizations Made to Your Audience Will Impact Performance

When interest, MNTN Matched, or CRM segments are added into or removed from your Prospecting audience composition, our tech will then shift spend to find the best-performing audiences within the new composition. Check back regularly to understand the performance of your composition and inform additional optimizations.

⭐️ Audience Segment Report May Show Low Conversions

There are scenarios where we cannot match an IP address associated with a performance event linked to a campaign. Historically, this has been a normal occurrence due to a concept known as “traveling devices.”

🔍 Example: A user will see an ad at home on the IP address that is part of the audience. That user then travels and completes the conversion on a different IP address that is not part of the audience.

If this occurs, we will not be able to report the conversion on the “Audience Segment Report” due to the IP address that the conversion took place on is not attached to an audience segment.

Analyzing the Audience Segment Report

Topic	Description
Analyze Significant Data	Consider leaving your audience in-market void of change for an entire sales cycle. At that point, analyze segment-level performance to inform further adjustments.
Keep Your Goals in Mind	We'd recommend removing any segments that are the furthest from achieving your campaign's primary KPI. Any segments that are achieving or exceeding your goals (even if they are the lowest performers), we'd recommend keeping in place. Arming your audience with a variety of segments increases the available scale of your overall campaign and provides our automated optimization with more options to help drive performance.
Households Reached	Focus on the segments that are not only meeting your KPI but are also reaching a significant number of households (high number of Households Reached), as our technology is identifying the households that are performing well within those segments
Compare Differentiated Segments	When analyzing performance, it's important to focus on segments unlikely to have significant overlap and/or data collected differently. This will help provide the clearest direction to guide effective optimizations.
Add New Segments	Based on the segments you see performing well, consider layering in additional segments of that same interest category or behavior.

Exporting your Audience Segment Data

You have the ability to download this table into an Excel file as well. Hit the "Export" button on the top right-hand side of the Segment Details table to prompt a .xls download.

💡Note: Check out our Audience Segment Reporting Webinar for more information! (Passcode: s.ThM@5K)