When analyzing your defined audience, you will encounter two important scores:
These metrics help you better understand how your target audience compares to a baseline audience, offering insights into how well your defined attributes match the broader Linkedin user base.Penetration Score
The Penetration score measures the proportion of people in your target audience who match the defined set of attributes.
- Target Audience Penetration: represented by dark blue color and expressed as a percentage, this score indicates the proportion of your target audience based on the selected attributes.
- Baseline Audience Penetration: represented by light blue color, this score shows the penetration percentage for the baseline audience (e.g., a broader or default group used for comparison).
Affinity Score
The Affinity Score indicates how much more likely your target audience is to exhibit specific attributes compared to the baseline audience.
Formula:
Affinity = (% Target Audience / % Baseline Audience)
A higher affinity score means your target audience is significantly more likely to match the selected attribute than the baseline audience. Conversely, a lower score indicates a weaker association.
Affinity values are displayed in grey:
- Dark grey for scores ≥1
- Light grey for scores <1
Playing with scores
When hovering over an insight, you'll also see the absolute sizes of both the target and baseline audiences.
By default, the report is sorted by penetration, but you can switch to affinity at any time. You can also sort individual panels independently of the overall report setting. To change the sort order (ascending or descending), simply click the column header for either penetration or affinity.
