Audience Dive

Page Overview

The Audience Dive page brings audience-level visibility to Sitewide Analytics. It helps merchants identify which visitor segments drive the most profit across devices, countries, and channels.

  • Audience Comparison Snapshot: Shows key metrics for each audience: Visitors, Conversion Rate, Profit per Visitor (or Orders and Profit when toggled to Absolute)

  • Audience Details Over Time: Time-series visuals showing Visitors, Orders, Net Revenue, or Gross Profit by audience

Audience Types

Audience Dive includes six pre-built views:

  1. Device: Mobile vs Desktop.

  2. New vs Returning: Based on visitor’s first session since Intelligems tracking began.

  3. Channel: Paid Social, Organic Search, Direct, Email, etc.

  4. Source Site: Referring URLs or domains (e.g., Meta, Google, Pinterest).

  5. Country: Top 10 traffic sources by country.

  6. Landing Page: Top 10 entry URLs, recalculated dynamically based on filters.

Metric Details:

  • % Change: calculates change in metric for an audience between current period and prior period

  • Total Change Contribution: calculates the contribution of the change in the given audience's impact on the total metric

  • Impact from Visitor Mix Shift, a unique Intelligems calculation showing the effect of traffic mix changes on conversion and profit, even if audience performance itself is stable.

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