Hourly/Daily Activity - Audience

In this article

An overview of the Hourly/Daily Activity tab in your Audience Insights including filters, breakdowns and interpreting data.


This tab allows you to see trends in your audience's activity across a 24-hour and 7-day period to give you a unique insight into when your audiences are most likely to be online. This can be used to inform and optimise targeting. 



At the top of the report, you will see two filters: 'Audience' and 'Filter'. 


If you click 'Edit' next to 'Audience' you can choose which segment, set of segments, or tag group you wish to filter the report by.

If you click 'Edit' next to 'Filter', you will see multiple parameters that you can use to filter the report: date range, domain, device type, country, and platform of the users you want to see. 

Please note that the date range that you filter the Insights reports by will not apply to this tab. Please see the 'Interpreting the Data' section below for more details.
Tip: If you get a timeout error, please reduce the complexity of the report and remove some filters. If this is not a possibility, please contact support.

Base Segment

The report presents data as an index, therefore, to specify which audience you want to measure your selected segment (or segments) against, you will need to select a Base Segment:


The Base Segment is the baseline or 'average user' that you want to index your segment against. You can only choose one base segment.

Tip: Set the Base Segment to 'Everyone' to see how much more likely users are to be active at certain times of the day and days of the week compared to all other users on your site. 


You have the option to break down the report in three ways:


  • All - looks at the entire segment across all platforms and device types
  • Device - breaks down the graphs to show activity trends per device type: Desktop, Mobile and Tablet
  • Platform - breaks down the graphs to show activity trends per platform type: Amp, Android, FIA, iOS and Web

Interpreting the Data

The Hourly/Daily Activity report consists of two graphs: 'Activity: Time of Day' and 'Activity: Day of Week'

The data in this report is presented as an index:

  • 100 is the base and demonstrates an even likelihood
  • An index above 100 indicates more of a likelihood
  • An index below 100 indicates less of a likelihood

There are two ways to interpret a positive index number, either as a decimal or as a percentage:

  • An index of 125 would either be 1.25x more likely or 25% more likely
  • An index of 245 would be either be 2.45x more likely or 145% more likely
Activity: Time of Day Activity: Day of Week

Activity: Time of Day

This graph shows the aggregated results from the last week of data, regardless of the date range selected in the main filters. Hover over the information icon to see the date range that is being used for these results.  


The graph shows you the users in your chosen segment's activity on your site across a 24-hour time period, compared to your base segment. 

In the example below, you can see that users in the Animal Lovers segment (1) are more likely to be online at 4am and 7pm (2) compared to all users in the 'Everyone' segment (3).


By changing the 'Breakdown' filter to 'Device' or 'Platform', you can gain further insights into this audience by understanding at what time of the day they are more likely to be online using particular devices or platforms.

In the example below, the users in the Animal Lovers segment (1) are more likely to be online using a desktop device in the early morning and late evening (2) compared to all users in the 'Everyone' segment (3).


Note: All times are in UTC

Click here for more information on how to read an Index report.

Tip: When viewing a 'Platform' or 'Device' breakdown, click on the platform or device types you wish to anaylse to make the graph clearer: Screenshot_2020-08-20_at_12.59.01.png

Downloading Data

It is possible to download each graph as either a table of results ('Download chart data') or as an image ('Download chart as PNG') by clicking the download icon at the top right of the graph:


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.

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