An overview of the Hourly/Daily Activity tab in your Audience Insights including filters, breakdowns, and interpreting data.
Overview
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 optimize targeting.
Filters
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 cohort, set of cohorts, 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.
The report presents data as an index, therefore, to specify which audience you want to measure your selected cohort (or cohorts) against, you will need to select a Base Cohort:
The Base Cohort is the baseline or 'average user' that you want to index your cohort against. You can only choose one base cohort.
Breakdown
You have the option to break down the report in three ways:
- All - looks at the entire cohort 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 either be 2.45x more likely or 145% more likely
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 cohort's activity on your site across a 24-hour time period, compared to your base cohort.
In the example below, you can see that users in the Animal Lovers cohort are more likely to be online at 6 pm compared to all users in the 'Everyone' cohort.
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 a particular device or platform.
In the example below, the users in the Animal Lovers cohort are more likely to be online using a tablet device in the early morning and evening compared to all users in the 'Everyone' cohort.
Note: All times are in UTC
Click here for more information on how to read an Index report.
Activity: Day of Week
This graph shows the aggregated results from the last 28 days 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 cohort's activity on your site across a 7-day period, compared to your base cohort.
In the example below, you can see that users in the Animal Lovers cohort are more likely to be online on a Thursday compared to all users in the 'Everyone' cohort.
By changing the 'Breakdown' filter to 'Device' or 'Platform', you can further analyze this audience by understanding at what day of the week they are more likely to be online using particular devices or platforms.
In the example below, the users in the Animal Lovers cohort are more likely to be online using an Android platform on Saturdays compared to all users in the 'Everyone' cohort.
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 analyze to make the graph clearer: 
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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