Comparing audiences

Compare lets you evaluate two or more audiences next to each other so you can pick the strongest option instead of guessing.

When to compare

• You built variants of an audience and need to choose one.
• A broad and a narrow version both look reasonable and you want the trade-off in numbers.
• You’re presenting options to a client and want a clear, side-by-side rationale.

How it works

1. Save the audiences you want to evaluate (see Saving audiences).
2. Open Compare and select them.
3. Read the metrics side by side — reach % and index — across the audiences and their outcome areas.

Choosing a winner

There’s rarely a single “best” — it depends on your goal:

Your goal	Favour the audience with…
Maximum scale	the higher reach %.
Sharpest targeting	the higher index.
Efficient activation	a strong index and a tight geographic footprint.
Balanced campaign	a healthy reach % and an index comfortably above 100.

Reach and index often pull in opposite directions — broadening to grow reach usually softens the index. Comparison makes that trade-off explicit so you can decide deliberately.

From comparison to action

Once you’ve chosen, export the winning audience for activation. Keep the runners-up saved — they’re useful as fallbacks or for a follow-up campaign.

Next

Exporting resultsTake your chosen audience to activation.

Statistics & outcomesMake sure you're reading the metrics correctly.