❓What is it

Audience Insights is a feature designed to help you identify which audiences are driving the best results, and uncover new ones you might be missing. It includes performance visualizations and AI-powered suggestions to improve your audience strategy across campaigns.

▶️Why is it important

The right audiences can dramatically reduce your CPA or boost your ROAS. But managing them effectively across multiple campaigns can be difficult. Audience Insights simplifies this by showing you which audiences are worth scaling, which ones need optimization, and what new audiences you should consider adding or excluding, all backed by data and AI.

🔍How does it work?

1. Audience Performance Analysis

This chart helps you understand audience performance by plotting each audience into one of four quadrants based on: Spend and CPA vs. average, or Spend and ROAS vs. average

You can toggle between CPA and ROAS as the main performance metric

• CPA analysis: Top-performing audiences appear in the top-left quadrant, they spend a lot and achieve a much lower CPA than average. These are your most efficient audiences and should be scaled across campaigns.

• ROAS analysis: Your winners show up in the top-right quadrant, they combine high spend with high return. These are audiences delivering strong returns and deserving of more budget and coverage.

All performance data is also available in a detailed table for easier sorting and filtering.

2. Audience Suggestions

This feature uses AI to recommend audiences based on your website content. Here’s how it works:

The system crawls your top landing pages. The content is analyzed and interpreted by AI, which then generates audience suggestions, both to include and exclude. Each suggestion comes with an explanation to help you assess its relevance.

Some suggestions will be highly relevant; others might not fit your business. Use the “Refresh Suggestions” button to get a new set of recommendations and continuously improve your targeting strategy.