Persona Analytics is available on Enterprise plans and requires persona tagging to be active.
How to access Persona Analytics
Go to Personas and click the Analytics tab at the top of the page.
The main dashboard gives you a cross-persona overview. Click any persona card to open a detailed breakdown with seven tabs of data for that specific persona.
The main dashboard
Top-line metrics
Four summary stats appear at the top of the Analytics dashboard:
Customers Analyzed — the total number of customers OuterSignal has processed and included in the analytics
Total Revenue — lifetime revenue across all analyzed customers
Persona Match Rate — the percentage of customers who have been assigned a persona. A healthy match rate is around 80%
Last Updated — when the analytics data was last refreshed
Revenue vs Customer Distribution
This chart shows each persona's share of customers (grey dot) versus their share of revenue (yellow dot) side by side — letting you instantly see which personas punch above their weight in revenue contribution.
Green bars (Outperformers) — personas generating more revenue than their customer share would suggest. These are your highest-value segments
Red bars (Underperformers) — personas that represent a larger share of customers than revenue. These segments may represent an opportunity gap — large audiences with untapped revenue potential
A Key Insight at the bottom of the chart calls out the highest and lowest revenue efficiency personas automatically.
Sort by
Use the Sort by dropdown to reorder personas by Revenue %, Customers %, AOV, LTV, or Repeat Rate — useful for quickly identifying which persona leads on a specific metric.
Revenue Distribution Over Time
A stacked area chart showing each persona's weekly or monthly revenue share over a custom time range (3M, 6M, 1Y, All, or Custom). Use this to spot trends — is a persona growing or shrinking as a share of your revenue over time?
Persona cards
Below the charts, each persona has a summary card showing:
Customer % and Revenue %
AOV and the % difference vs your brand average
LTV
Repeat rate (shown as a progress bar)
Revenue Index — how efficiently this persona generates revenue relative to its size (1.00x = average, above = outperforming, below = underperforming)
Click any card to open the full persona analytics detail view. Check two or more cards to see a side-by-side comparison.
Set up the all-customers Klaviyo Playbook prompt
If your Klaviyo stream Playbook isn't running yet, a prompt appears on the analytics page to set it up. This is what pushes persona tags to Klaviyo — completing it unlocks persona-based segmentation across your marketing tools.
Persona detail view
Click any persona card to open a detailed analytics panel with seven tabs.
Overview tab
The overview tab gives you a snapshot of everything in one place:
Persona Profile radar chart — a five-axis visualization showing this persona's relative scores across Affluence, Velocity, Loyalty, Growth, and Influence
Revenue Contribution — this persona's % of total revenue, compared to their % of customers
Customer Share — number of customers in this persona
Revenue Index — revenue efficiency vs size
Avg Order Value — with % comparison to your brand average
Avg Lifetime Value — with % comparison to your brand average
Repeat Rate — percentage of this persona who have placed more than one order
What They're Buying — top product affinity and a list of top products by revenue
Revenue Trend — 12-month monthly revenue chart for this persona
Demographics tab
Detailed demographic breakdown of this persona:
Age Distribution — average and median age, plus a bar chart showing age range distribution
Gender Split — male/female percentage breakdown
Property Value Distribution — breakdown of home values across the persona, with average and median property value. A strong wealth and spending power indicator
Education Level — breakdown by Doctorate, Master's, Bachelor's, and Associate's
Revenue tab
Deep dive into this persona's financial performance:
% of Total Revenue — with comparison to customer share
Avg Order Value — vs brand average
Avg Lifetime Value — vs brand average
Repeat Purchase %
Orders/Year — average orders per customer per year
Days Between Orders — average time between purchases
First to Repeat — average number of days from first order to second order
Monthly Revenue Trend — 12-month bar and line chart
Professional tab
Career and industry profile of this persona:
Top Occupations — ranked list of the most common job titles within this persona
Industry Distribution — breakdown by industry sector
Notable Employers — most common employers within the persona, with customer counts
Education Level — degree level breakdown
Geography tab
Where this persona is concentrated:
Geographic Concentration map — US heat map showing density by state
Top 5 Regions — ranked by customer count, with % of persona and a distribution indicator showing concentration relative to the brand average
Customers tab
The top 10 customers within this persona by LTV — showing name, job title, total spend, and order count. Click View All to see every customer in this persona in the Signal Feed.
This is particularly useful for identifying your highest-value customers within a specific persona for personal outreach or VIP treatment.
Products tab
How this persona engages with your product catalog:
Product Affinity Index — a bar chart of your top 10 products by revenue, showing how this persona indexes against the brand average (100 = average). Green bars index above average, red bars below
Top Products by Revenue — ranked list of products with units sold and revenue
Distinct Products — how many unique products this persona has purchased
Avg Products/Order — average number of products per transaction
Exporting and taking action
Two action buttons appear at the bottom of every persona detail view:
CSV — export this persona's customer list as a CSV for use in Meta, direct mail platforms, or any other tool
Meta Audience — export directly as a Meta Custom Audience source for Lookalike Audience creation
View in Signal Feed — jump directly to this persona's customers in your Signal Feed for further filtering, segmentation, or Playbook creation
Ready to put this data to work?
📖 How to use Persona Analytics to drive marketing decisions (coming soon)