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An introduction to the Insights module in the Permutive platform

What are Insights?

The Insights tab gives you a holistic overview of the users who are visiting your site and their on-site behaviors. 

There are two different types of audiences you can analyze using Permutive Insights: the users in the cohorts you have created and the users who have interacted with your Google Ad Manager and Xandr campaigns on your site. 

Click here to read more about Insights with Enterprise Workspace.

Audience

The Audience section is where you can get detailed insights into how users in your cohorts behave on your site, from how many articles they are reading per session to their most-read articles.

You can filter the Audience view by either one or more cohorts, or by tags. Tags correspond to the different tags you have allocated to the cohorts you have built. For example, you may wish to filter the Audience Insights tab by all cohorts that have been tagged with 'Politics'.

To change the Audience filters, click 'Edit':

The Xandr Campaigns tab allows publishers to see, using real-time visualizations, how their end users are interacting (viewing and clicking) with Xandr ads. This allows them to deliver value back to their advertiser and agency clients.

Once you have chosen the Audience (or Creative ID for the Xandr Campaigns tab) you want to gain insights on, open up the second filter by clicking 'Edit', as shown below, where you can filter by a variety of other parameters:

• Date Range - you can choose between the last day, the last 7 days, the last 30 days or a custom range.

Note: As Permutive collects first-party data using a first-party cookie, your analytics has a lookback window of 18 months, going back to when you first deployed Permutive on your website.

• Domain - if you have Permutive deployed across multiple domains, you can filter by them here
• Device type
• Countries - Permutive enriches Events with geo-data so you can get a better understanding of the geo-locations of your users
• Platform
• Browser - demonstrates the percentage split between different browsers for your users

Once you are satisfied with the filters, there are five tabs to navigate between:

• Engagement - a visualisation of how many users are in a cohort and how much time they spend on site
• Technographics - an insight into the device type, platform, browser, country, province and city of the filtered audience
• Index & Overlap - an understanding of how audiences relate and compare to each other, in both an index and an overlap
• Third-Party - Beta - results of how your audiences index with different categories and providers of third-party data, including demographics, B2B, consumer intent, and automobile and travel intent
• Content Read - a customisable dashboard that reflects the most useful custom properties you are sending into Permutive from the Pageview Event. This could be anything from the most highly indexed author to the most highly indexed article category and can give you an insight into which sections of your site this audience is consuming the most

Tip: You can use these audience insights to create rich and compelling data narratives about your audiences and use them to optimise your RFP responses:

Campaign

The Campaign section is where you can get detailed insights into the users that engaged in a particular campaign or line item. 

The campaign data is based on the Slot events: SlotClicked and SlotViewable 

You can filter the Campaign view by the campaign ID, which corresponds to the Order ID in Google Ad Manager. 

To choose the relevant campaign ID, click 'Edit':

 

Once you have chosen the campaign you want to gain insights on, open up the second filter by clicking 'Edit', as shown below, where you can filter by a variety of other parameters:

 

• Date Range - you can choose between the last day, the last 7 days, the last 30 days or a custom range.

Note: As Permutive collects first-party data using a first-party cookie, your analytics has a lookback window of 18 months, going back to when you first deployed Permutive on your website. This can be useful for optimising seasonal campaigns.

• Line Item - you can take your insights more granular by looking at specific line items that fall under campaigns
• Slot Clicked or Slot Viewable - you can decide which engaged audience you want to filter by: those who clicked on an ad slot or those who viewed at least 50% of an ad slot for one second or more
• Domain - if you have Permutive deployed across multiple domains, you can filter by them here
• Device type
• Countries - Permutive enriches Events with geo-data so you can get a better understanding of the geo-locations of your users
• Platform

Once you are satisfied with the filters, there are five tabs to navigate between:

• Engagement - a visualisation of how many users either clicked or viewed an ad slot relating to the filtered campaign, and how much time they spend on site
• Technographics - an insight into the device type, platform, browser, country, province and city of the users engaging in the campaign
• Index & Overlap - an understanding of how the audience who interacted with the campaign relate and compare to the cohorts in your project, in both an index and an overlap
• Third-Party - Beta - results of how the users who clicked or viewed the campaign index with different categories and providers of third-party data, including demographics, B2B, consumer intent and automobile and travel intent
• Content Read - a customisable dashboard that reflects the most useful custom properties you are sending into Permutive from the Pageview Event. This could be anything from the most highly indexed author to the most highly indexed article category and can give you an insight into which sections of your site these users are consuming the most

Tip: You can use these campaign insights to not only optimise campaigns mid-flight but to also create rich data-insights into campaign performance to feed back to advertisers; this can help with rebookings and solidifying partnerships as a high value-add:

Exceptions to Engagement Tracking

Some edge platforms apply limitations to how the SDK operates and this can result in data not being included in the Engagement charts for both Audience and Campaign Insights. This table provides a breakdown of which charts include data from each platform:

If you have any questions, please contact customer support by emailing support@permutive.com or chat to the Customer Operations Team via the LiveChat icon in the bottom right corner of your screen.