To ensure that our reports provide you with useful insights our data is compared against a baseline which you are able to select.
This comparison allows you to understand what is unique to this segment/audience. So when you are viewing the insights for the analysed audience, the default baseline will be either the ¨Global¨ or "country" audience. OR when you are viewing the insights for one of the segments, the default baseline will be the original full audience analysed in the report.
See how to use our baseline feature here