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Understanding the Baseline in Insights Reports


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. 

How to use the Baseline comparison


The baseline comparison tool is a quick and easy way to view the differences between segments and audiences, here's how you can do it:


Compare and understand the differences to the full audience or audience segments against the baseline of choice.

How to:

  • Open the insights dashboard>click on the report you have created
  • On the full audience summary, click on See all segments
  • On the next section, Audience breakdown, select "View more details" on the Full audience or on a segment below
  • On the upper left, next to the Full audience or segment selected, click the drop-down arrow next to "Compared to"
  • Select the baseline you want the audience to be compared with
  • Use cases: Compare your full audience with a country national average, or an earlier ran report (periodic changes), or compare a segment with the Full audience (identify what is unique about the segment when compared to the rest of the audience) 

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