Changing Audience or Tag Baselines
Your audience's Index changes depending on the baseline you set. By default, your analyses are comparing the characteristics of your audience against the default baseline audience - which is the entire online adult population. However, you can adjust the baseline to fine-tune your analysis and understand an audience in the context of another audience or Tag.
You can change the baseline of an audience or Tag while analyzing that audience or Tag in Intelligence Center. Add your desired audience or Tag to your analysis. To change the baseline, click on the B next to the Baseline label of your audience in the sidebar, then click on Change Baseline.
Select the audience to measure against in your reports.
Remember, if you no longer want to measure your audience against another audience or Tag baseline, click on the Baseline for that audience, and click Revert to Online Population and, once again, the online adult population will be your baseline. You can also change the baseline again, apply this baseline to all audiences in your analysis or view the baseline size and definition from this view.
In your Reports, you will now see that the baseline changed. Note that your baseline change will not affect the Category Affinity Report and Site Affinity Report because those reports do not show survey-based information.
Report components indicate the Baseline you set for your analysis.