Overview
Plan Insights provide detailed analytics for audiences within your plans. After saving an audience, you can access six insight tabs that help you understand reach, engagement, overlap with other cohorts, device distribution, and domain breakdown. This guide covers how to access Plan Insights and interpret the data in each tab.Accessing Plan Insights
Open your plan
Navigate to Planning and select the plan containing the audience you want to analyze.
Overview Tab
The Overview tab provides reach and engagement metrics for your audience.Reach Metrics
| Metric | Description |
|---|---|
| Unique Users | Estimated unique users in the last 30 days |
| Avg. Weekly UU | Average unique users in a rolling 7-day window across the last 30 days |
| Avg. Daily UU | Average daily unique users in the last 30 days |
| Avg. Active Days Per User | Average number of days users in this audience visited your properties (last 30 days) |
Engagement Metrics
| Metric | Description |
|---|---|
| Pageviews | Estimated pageviews for the audience in the last 30 days |
| PV/UU | Average pageviews per unique user in the last 30 days |
Comparison Metrics
Each metric box shows a comparison figure:- For Unique Users metrics: Shows the percentage of the audience compared with total unique users for the selected filters (e.g., “50% of total”)
- For PV/UU: Shows how the audience compares to the average user, represented as a multiple (e.g., “1.5x” means 50% higher engagement than average)
Audience Size Chart
The chart at the bottom shows daily unique users or pageviews over the last 30 days:- Toggle between UU (Unique Users) and PV (Pageviews) using the switch in the top right
- Export the chart data using the Export data button
Overlap Tab
The Overlap tab shows how your audience overlaps with cohorts organized by tags.Creating an Overlap Report
Select comparison tags
Click the Comparison tags dropdown and select one or more tags. Each tag represents a group of cohorts.
Review the tables
Scroll down to see a table for each selected tag, showing all cohorts within that tag.
Overlap Metrics
| Column | Description |
|---|---|
| Comparison Cohort | The cohort being compared |
| Total Uniques | Total unique users in the comparison cohort |
| Overlap Uniques | Users in both the audience and the comparison cohort |
| Overlap | Percentage of audience users who are also in the comparison cohort |
| Index | Audience overlap vs. total user overlap with the cohort |
Understanding Index
The Index shows how your audience compares to the total user base:- Index > 1: Your audience over-indexes for this cohort (higher affinity than average users)
- Index = 1: Your audience has average affinity for this cohort
- Index < 1: Your audience under-indexes for this cohort (lower affinity than average users)
Exporting Overlap Data
Click Export Data to the right of the Comparison tags dropdown to download the overlap data as a CSV file.Devices Tab
The Devices tab shows audience distribution across devices, platforms, and browsers.Charts
For each category, two charts are available:- Distribution Chart: Percentage breakdown by unique users or pageviews
- Pink bars: Your audience
- Grey bars: Total user base
- Engagement Chart: Pageviews per unique user for each device/platform/browser
Exporting Device Data
Click Export data on any chart to download a CSV with:- Pageviews
- Unique users
- Pageviews per unique user
Domains Tab
The Domains tab shows how your audience is distributed across your properties.Available Metrics
Toggle between three views:| Metric | Description |
|---|---|
| Unique Users (UU) | Percentage of unique users for each domain |
| Pageviews (PV) | Percentage of pageviews for each domain |
| PV/UU | Engagement rate (pageviews per unique user) for each domain |
Using Domain Insights
Domain insights are useful for:- Understanding where your audience is most active
- Demonstrating value of targeting across additional sites/apps when responding to briefs
- Identifying high-engagement domains for the audience
Exporting Domain Data
Click Export data to download a CSV with pageviews, unique users, and PV/UU metrics for all domains.Categories Tab
Requires Watson to be enabled for your workspace.
Activity Tab
Requires Watson to be enabled for your workspace.
Applying Filters
Plan-Level Filters
If your plan has Country or Domain filters configured, these automatically apply to all Plan Insights data. To change filters:- Navigate to the plan settings
- Update the Country or Domain filters
- Plan Insights will recalculate with the new filters
Why Use Filters?
Filters are useful when:- The brief specifies geographic requirements
- You want to show reach for specific domains only
- You need to exclude certain markets from the analysis
Best Practices
Use tags strategically in Overlap — Select comparison tags that align with the advertiser’s targeting interests to demonstrate audience relevance. Export data for proposals — Use the export functionality to include Plan Insights data in RFP responses and media plans. Check engagement, not just reach — A smaller audience with higher PV/UU engagement may be more valuable than a larger audience with lower engagement. Compare to total users — The comparison metrics help contextualize your audience against the full user base.What’s Next
Share your plan with colleagues to collaborate on the RFP response:Sharing Plans
Learn how to share plans with colleagues via unique URLs