Audience Performance
Segment visitors by their session activity, then measure how that audience converted on a specific event and the revenue it drove.
Segment visitors by their session activity, then measure how that audience converted on a specific event and the revenue it drove.
Open Audience Performance in appAudience Performance starts from an audience you define and reports its conversion rate and revenue. To start from a conversion event and see which channels deserve credit across the whole journey instead, use Conversion Attribution.
Key Features
- Flexible audience segmentation: filter by UTM parameters, traffic source, location, device, browser, operating system, and pages visited in a session
- Conversion event measurement: pick any tracked event as the conversion, with a value property for revenue
- Attribution window: count conversions within the date range, or look back 1 to 30 days to include earlier qualifying sessions
- Six summary metrics: Audience Size, Conversions, Converters, Conversion Rate, Avg Value per Conversion, and Total Value
- Period-over-period comparison: prior-period trend indicators on every metric when you count within the date range
- Conversions and revenue over time: daily, weekly, or monthly chart of conversions and revenue
- Source / Medium / Campaign breakdown: sortable table with click-to-drill-in filtering
- Export: CSV data (a ZIP of timeseries and breakdown files) and a multi-page PDF report
For building persistent audience segments from visitor profiles for export to ad platforms, see Audience Builder.
Permissions
Audience Performance uses the Web Analytics permission set:
| Permission | Capabilities |
|---|---|
| Web Analytics: View | View Audience Performance reports and export |
| Web Analytics: Write | Create, edit, and delete reports (includes all View capabilities) |
If you don't have the required permission, the Create, Edit, and Delete actions will be disabled. Contact your account administrator to request access.
Creating a Report
Navigate to Attribution Center > Audience Performance and click New Report.
Step 1: Define the Audience
Choose who counts as being in this report.
Date Range
Select the date range to analyze. The maximum is 60 days.
Audience Filters
Audience filters are optional. A visitor counts if they had at least one session matching your filters within the selected window.
Audience Performance uses the same filter dimensions as Web Analytics: UTM parameters (source, medium, campaign, content, term), referrer, pages (entry, exit, or any page visited in a session), location (country, region, city), device, browser, and operating system. See Filtering & Exporting Data for the full list. Each filter supports the operators is, is not, contains, and excludes, and accepts multiple values.
Step 2: Choose the Conversion
Choose which event, value field, and attribution window define a conversion for this report.
Event
Select the single event this report measures. The dropdown shows every event your website is tracking.
Value property
Choose which numeric property on the event to read as the conversion value. The default option reads each event's value, then revenue, then amount, using the first of those present on that event. Type a custom property name to use a different field. The value is read as a raw number and summed as-is, with no currency conversion, so make sure the property holds a clean numeric amount in a single currency.
Attribution window
Choose how conversions are matched to the audience:
| Window | Description |
|---|---|
| Within the date range (default) | Conversions are counted inside the selected date range. |
| Custom (1 to 30 days) | Looks back the chosen number of days before the start date, so visitors whose qualifying session fell just before the range are still included. |
Results appear once you set a valid event and date range.
Viewing Results
Summary Cards
Six metric cards appear in a grid:
| Metric | Description |
|---|---|
| Audience Size | Visitors with at least one qualifying session |
| Conversions | All matching conversion events |
| Converters | Unique visitors who converted |
| Conversion Rate | Converters ÷ audience size |
| Avg Value per Conversion | Total value ÷ conversions |
| Total Value | Summed from conversion event properties |
When you count within the date range, each card shows a trend indicator comparing the current value against the prior period of equal length.
When fewer than 30 eligible visitors match, a small-sample notice appears. Conversion rate and averages can swing widely with one or two additional events, so treat the numbers as directional until the audience grows past 30.
Conversions and Revenue Over Time
A chart of conversions and revenue across the selected date range. Conversions appear as a shaded area on the left axis and revenue as a line on the right axis. Switch the granularity between Day, Week, and Month to smooth out daily noise or zoom into individual days.
Source / Medium / Campaign Breakdown
A sortable table showing conversion performance by traffic source. Each converting visitor is counted once, based on their earliest qualifying session, and a totals row sums the columns.
Because each converter is attributed to their earliest qualifying session, this breakdown is a first-touch view. Conversion Attribution can split the same conversions across every touchpoint using other models, so its source breakdown may rank channels differently for the same event and dates.
| Column | Description |
|---|---|
| Source | Traffic source (e.g., google, (direct)) |
| Medium | Traffic medium (e.g., cpc, (none)) |
| Campaign | Campaign name |
| Conversions | Total conversion events |
| Converters | Unique converting visitors |
| Total Value | Summed conversion value |
Sort by any column header. The table sorts by Conversions, highest first, by default.
Click any value in the Source, Medium, or Campaign columns to add it as an audience filter and drill into that segment. Fallback values such as (direct) and (none) are not clickable, since there is nothing specific to filter on.
A report runs on a date range of 60 days or fewer. If you select a longer range, the results panel prompts you to shorten it before the report will run.
Exporting
Click the Download button on any report to access export options.
Export CSV Data
Downloads a ZIP file containing two CSV files:
timeseries.csv: Date, Conversions, Total Valuebreakdown.csv: Source, Medium, Campaign, Conversions, Converters, Total Value
Export PDF Report
Downloads a multi-page PDF that includes:
- A header with the report name, date range, active audience filters, conversion event, and attribution window
- All six summary cards
- The conversions-over-time chart
- The full traffic source breakdown table
The Download button is only enabled once an event and date range are selected and results have loaded.
Saving, Sharing & Deleting
Saving
Select a conversion event, then click Save to name and persist the current report configuration: event, value property, attribution window, and audience filters. The save dialog includes a Save date range checkbox. Leave it checked to store the current dates with the report, or uncheck it so the report prompts for a fresh date range each time you open it. Saved reports appear on the Audience Performance list page.
When you reopen a saved report, click Save as new, enter a different name, and the current configuration is saved as a separate report without changing the original.
Sharing
Click Share to copy the current report URL to your clipboard. The link encodes the full report configuration, so anyone with access opens it with the same settings pre-filled.
Deleting
From the Audience Performance list page, open the actions menu on any report and select Delete. Confirm the prompt to permanently remove the report.
Next Steps
- Conversion Attribution: split conversion credit across a visitor's full journey with five attribution models.
- Event Attribution Insights: explore one event and the visitors behind it.
- Audience Builder: build persistent audience segments for export to ad platforms.
- Attribution FAQs: attribution windows, sample-size warnings, exports, and more.
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