# 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.