Audience Performance
Segment visitors by their session activity, then measure how that audience converted on a specific event and the revenue it drove.
Audience Performance
Segment visitors by their session activity, then measure how that audience converted on a specific event and the revenue it drove.
Key Features
- Flexible audience segmentation: filter by UTM source, medium, campaign, entry page, exit page, device, browser, country, and more
- Conversion event measurement: pick any tracked event as the conversion, with an optional value property for revenue
- Attribution window: choose "within date range" or a 1–30 day lookback window
- Six summary metrics: Audience Size, Conversions, Converters, Conversion Rate, Avg Value per Conversion, Total Value
- Period-over-period comparison: prior period trends for each metric when using the date range window
- Source / Medium / Campaign breakdown: sortable table with drill-in filtering
- Export: CSV data (zipped timeseries + breakdown files) and 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.
Available filter dimensions:
| Dimension | Description |
|---|---|
| Entry page | The first page visited in a session |
| Exit page | The last page visited in a session |
| UTM source | Campaign source (e.g., google, newsletter) |
| UTM medium | Campaign medium (e.g., cpc, email) |
| UTM campaign | Campaign name |
| UTM content | Campaign content identifier |
| UTM term | Paid search keyword |
| Referrer | The referring URL |
| Country | Visitor country |
| Region | Visitor region or state |
| Device | Device type (desktop, mobile, tablet) |
| Browser | Visitor browser |
| Operating system | Visitor OS |
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 all events your website is tracking.
Value property
Choose which numeric property on the event to use for revenue calculations. The default option reads value, revenue, and amount. Select a custom property name to use a different field.
Attribution window
Choose how conversions are matched to the audience:
| Window | Description |
|---|---|
| Within date range (default) | Conversions must occur inside the selected date range |
| Lookback (1–30 days) | The audience window is extended N days back from the start date, so visitors who had qualifying sessions before the range start 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 |
With the Within date range window, each card shows a trend indicator against the prior period of equal length.
Fewer than 30 visitors matched. Conversion rate and averages can swing with one or two additional events. Treat the results as directional until the audience grows past 30.
Timeseries Chart
A daily chart of Conversions and Total Value over the selected date range. Conversions appear as bars, Total Value as a line overlay. Use it to spot trends and day-over-day shifts.
Source / Medium / Campaign Breakdown
A sortable table showing conversion performance by traffic source:
| 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 |
Click any value in the Source, Medium, or Campaign columns to add it as an audience filter and drill into that segment.
The report requires a date range of 60 days or fewer. Ranges longer than 60 days produce no results.
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:
- Report name, date range, and attribution window
- Active audience filters
- All six summary cards
- Timeseries chart
- Full Source / Medium / Campaign breakdown table
The Download button is only enabled once an event and date range are selected and results have loaded.
Saving, Sharing & Deleting
Saving
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; uncheck it to prompt for a fresh date range each time you open the report. Saved reports appear on the Audience Performance list page.
To save a copy of an existing report, click Save, enter a new name, and click Save as new.
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.
FAQs
What counts as being "in the audience"?
A visitor is included if they had at least one session matching your audience filters within the selected date range. In lookback mode, qualifying sessions may also fall before the range start date if they are within the lookback window.
What is the attribution window?
The attribution window controls how conversions are matched to your audience. "Within date range" counts conversions that occur inside the selected dates. A 1–30 day lookback extends the audience window backward from the start date, capturing visitors who first engaged before the reporting period.
Why is the Download button disabled?
Set an event and date range, run the report, then the Download button enables.
What does the small-sample warning mean?
Fewer than 30 visitors matched the audience. Conversion rate and averages can shift with one or two events. Treat them as directional until the audience grows.
What is the maximum date range?
60 days. Ranges longer than that produce no results.
Who can create and edit reports?
Users with Web Analytics: Write access can create, edit, and delete reports. Users with Web Analytics: View access can open and export reports but cannot make changes.
How is this guide?