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.
Default country baselines are updated every 6 months. Last update was in January 2021.
See how to use our baseline feature here