What is a Compatible Audience for Audience Crosstab?

Compatible Audiences for Audience Crosstab

There are two primary use cases for Audience Crosstab:

1. Measuring your digital footprint
2. Understanding audience overlap

Depending on what your goal is, you may, or may not, be able to use certain audiences in the Audience Crosstab visualization. Let’s explore your options.

1. Measuring Your Digital Footprint

When you want to see how much of your target audience is engaging with your digital footprint, you can add up to 5 Tags to your analysis and up to 5 crosstab audiences. Your Tag audiences will appear as columns and your crosstab audiences will appear as rows in the visualization. If your goal is to see how audiences are engaging with your tagged digital properties, your crosstab audiences cannot contain Limited Resonate Elements.

For example, if you have an audience of people who are 18 to 24 years old and the audience definition contains individual ages (18, 19, 20…), which are Limited Resonate Elements, you would not be able to measure this audience against Tags. However, if you selected the “18-24” attribute value from the Age Group attribute, you would be able to measure your audience against Tags because Age Groups are not Limited.  

Audiences containing limited attributes are easy to recognize in the audience selector: They all have the L icon on their audience tiles.

If you end up having an audience with limited attributes in the audience crosstab, where you're measuring against Tags, you will see the L icons replacing the Index and Composition metrics. 

2. Understanding Audience Overlap

When you want to see how much of one target audience overlaps with another, you can add up to 5 audiences in your analysis and up to 5 crosstab audiences. Your crosstab audiences will show as rows in the table. Note that in this use case, you can include crosstab audiences that contain Limited Resonate Elements.