![\"The](\"/images/guides/personalization/audiences/audience-insights-audience-health.png\")
Audience Insights provide visibility into how an audience’s membership changes over time, an audience’s potential reach, the distribution of attributes in an audience, and how much an audience overlaps with other audiences in your account. These insights can help improve the users you’re targeting to ensure your audience meets your business goals.
\nYou can open Audience Insights from either the Audiences landing page or Audience Builder:
\n![\"The](\"/images/guides/personalization/audiences/audience-insights-icon.png\"){kind=icon}
\n\nAt the top of Audience Insights, you can find an overview of when the insights were last updated, the sample size used to calculate the different metrics, and how much historical data is available.
\nInsights last update (UTC): The timestamp of the most recent analysis run. Insights refresh on a schedule rather than in real time:
\nAnalysis results: The precision of the metrics shown.
\nHistorical data accumulates from the last time you edited the audience definition: each change to the membership criteria in the audience definition resets the historical data. For example, if you activate an audience and leave it unchanged for 30 days, Historic data shows 30 days and the insights display a 30-day historical trend. If you edit the criteria on day 31, metrics are calculated from that point forward. Inactive audiences don’t accumulate historical data, but you can still view insights based on the current definition.
\nThe Audience Health section allows you to examine how your audience membership changes over time: how large the audience is, how fast it’s growing or shrinking, and where it’s likely headed next.
\nYou can refer to this section to answer questions such as:
\nThe Audience Size chart plots your audience membership across the selected date range. Use the 3 controls above the chart to change what it displays:
\nToday, 7 days, 15 days, 4 weeks, 8 weeks, 12 weeks, or a custom date range.
The 3 cards above the chart summarize the audience at a glance. Each card shows a headline value plus the change compared to the previous period of the same length (for example, vs last 15 days), with an up or down arrow indicating the direction of change. Each card includes a help icon with an inline definition.
\n![\"Audience](\"/images/guides/personalization/audiences/audience-insights-audience-health-stat-cards.png\")
The Trend view is the default view for the Audience Health section, and shows an area chart that plots total audience size at each point across the selected window. The vertical axis is audience size and the horizontal axis is time, with a tick for each interval in the selected date range. Use the trend view to read the audience’s overall trajectory: whether it’s growing, holding steady, or declining.
\n![\"The](\"/images/guides/personalization/audiences/audience-health-trend-view.png\")
The Flux view is a grouped bar chart that shows movement in and out of the audience for each interval, rather than the running total. Each interval displays paired bars, labeled Entries and Exits, representing the users added to and removed from the audience during that period. Use the flux view to spot turnover and volatility that a stable total size can hide, such as an audience whose size looks flat but is actually cycling many users in and out each week.
\n![\"The](\"/images/guides/personalization/audiences/audience-health-flux-view.png\")
Turn on Show Forecast to project the audience’s expected size into the near future. mParticle draws the forecast as a continuation of the trend line, labeled Forecasted size, accompanied by a shaded 95% confidence range that widens the further out it projects. The historical portion of the line is labeled Actual.
\n![\"The](\"/images/guides/personalization/audiences/audience-health-forecast.png\")
The Overlaps section shows how much the current audience overlaps with other audiences you’ve already created. Use it to avoid targeting the same users across multiple campaigns, identify redundant audiences, and find closely related segments.
\n![\"The](\"/images/guides/personalization/audiences/audience-insights-overlaps-table.png\")
A legend at the top of the section distinguishes the parts of each comparison: This audience, Other audiences, and the Overlap between them.
\nUse the 2 controls above the table to choose and order the comparisons:
\nEach row in the table compares the current audience against another audience:
\n| Column | \nDescription | \n
|---|---|
| Name | \nThe name of the other audience being compared. | \n
| Overlap | \nA visual indicator of how much the audiences intersect. | \n
| Shared Users | \nThe number of users who belong to both audiences. | \n
| Trends | \nThe change in the overlap, with an up or down arrow. | \n
| Overlap (%) | \nThe overlap expressed as a percentage in both directions: the share of this audience that’s also in the other audience, and the share of the other audience that’s also in this one. The 2 values use the legend colors. | \n
| Date Created | \nWhen the other audience was created. | \n
The Reach section helps you assess the potential reach of your campaign across different user identifiers.
\n![](\"/images/guides/personalization/audiences/audience-reach.png\")
If you select a timeframe other than Last 1 day, the bar chart is replaced with a line chart to represent your data over time.
The Composition section shows the distribution of different values of an attribute across your audience to understand your audience demographics and characteristics. Hover your cursor over each section of the pie chart to:
\n![](\"/images/guides/personalization/audiences/audience-composition.png\")
To view user distribution according to a different attribute, use the dropdown menu to select the attribute. The composition view only includes single-value, non-numeric, non-calculated user attributes. Calculated attributes, list-type (multi-value) attributes, and attributes whose values are numeric are not available for selection.
\nAdditionally, the composition view does not support selecting attributes with high cardinality: attributes that have a high number of unrepeated values. This includes attributes such as:
\nFor example, a pie chart displaying the many unique values of “First name” would not be very useful in comparison to a chart displaying a breakdown of your audience by “favorite genre”.
\nIf you select a timeframe other than Last 1 day, the pie chart is replaced with a line chart to represent your data over time.
For the Reach and Composition metrics, you can add additional filters to understand how these metrics change over time.
\nFor either reach or composition, select a timeframe and averaging interval. If no historical data is available to calculate audience metrics over time, these filters are disabled. Audience metrics over time are not available for overlaps.
\nUse the first dropdown above each chart to select how far back you want to view data for. Options include:
\nThis determines the time window displayed in the chart.
\nIf no data is available for a given time period within your selection, the line chart will display a dotted line to indicate the gap:
\n![\"screenshot](\"/images/guides/personalization/audiences/audience-insights-no-data-available.png\")
Data may be unavailable for one of the following reasons:
\nIf you select a timeframe greater than Last 1 day, a second dropdown appears allowing you to change the averaging interval. Options include:
This setting smooths out fluctuations and makes it easier to identify broader audience trends.
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