Understanding Segment Metrics and Insights in Audiense Action

Overview

Each Audiense Action project surfaces a set of audience segments designed to help you understand who your most relevant audiences are and how to reach them effectively.

To do this, Audiense Action provides two key audience size metrics along with detailed behavioral, strategic, and creative insights for each segment. Understanding how these elements work together will help you confidently apply insights across campaign planning, targeting, and creative execution.

Understanding Audience Size Metrics

Audiense Action uses two metrics to help you evaluate the relevance and scale of each audience segment: This Audience and Total Segment.

These two numbers help you understand segment relevance, audiense and total segment. 

This Audience:  

The number of people within the behavioral segment who show engagement behaviors connected to your selected brand or criteria. This represents the intersection between the segment and your specific audience. 

Total Segment:  

A benchmark showing the total size of that behavioral segment within your geographic and demographic filters. This is not always global; it reflects your applied filters (e.g., females ages 25-40 in Texas). 

Example: If "The Family Spirit" segment shows This Audience: 150K and Total Segment: 2M, it means 150,000 people who exhibit Family Spirit behaviors also engage with your selected brand, out of 2 million total people showing Family Spirit behaviors in your filtered geography. 

What Each Segment Contains 

Click into any segment card to explore: 

Strategy and Messaging:  

• Overall Strategy: High-level positioning and creative direction 

• Core Value Proposition: What to emphasize in your messaging 

• Key Messaging Themes: Topics and angles that resonate 

• Emotional Triggers: Feelings that motivate this audience 

• Rational Benefits: Practical reasons they'll respond to 

Visual Guidance:  

• Photography style recommendations 

• Mood and visual themes 

• Color palette with hex codes (hover to see codes) 

• Lighting and composition suggestions 

• Lifestyle elements to include 

Attributes and Values:  

• Attributes: Characteristics derived from behavioral data (e.g., "aesthetic-conscious," "health-focused") 

• Values: Deeper motivational drivers (e.g., "well-being," "elegance," "self-improvement") 

Influencers and Brand Affinities:  

• Up to 20 individual influencers per segment with follower counts and social handles 

• Up to 20 brand affinities per segment 

• Based on actual engagement data from your audience 

Targeting Descriptors:  

• Meta Tags: Ready to copy/paste into Facebook and Instagram Ads Manager 

• Google Tags: Affinity categories for Google Ads campaigns 

Note: When creating campaigns, audience segments can be used as your “anchor audience” across channels. Each of the top segments in a project represents a distinct persona with unique traits that are built from behavioral and psychographic patterns, so they’re meant to be stable audience definitions you can plan a campaign around by using the provided Meta and Google descriptors as guidance along with the segments’ attributes/values/behaviors to recreate the same propensities in other channels (outside of Meta and Google).