Audience Insights Dashboard

The Carbon Audience Insights Dashboard is full of useful insights and features to help you get the most out of your data. Let’s start from the top.

Top-level Audience Filtering

Filtering is key to both speed and accuracy in getting the data insights relevant to you. As a default when you login, the data visualised in the dashboard - including all graphs and tables - will reflect your network of sites over the last 7 days. However, there are 3 key top-level filters to help drill down into the data:

Date filter The date filter towards the top right of the dashboard where you can set the date range that you want to analyse. There’s a number of predetermined date ranges (today, yesterday, last 7 days, etc) whilst you can also select a bespoke date range.


Property filter The filter dropdown menu - at the top left of the dashboard - has another 2 key filter options to visualise more granular trends from data. First there is the property filter whereby users with multiple properties can filter data from just one.


Interest filter Users can also filter their dashboard insights by “interests” to breakdown tables and graphs to a specific interest within the taxonomy whether that’s cars, fashion, electronics, travel or any one of our interests.


Users can also combine these filters too. Bare in mind that when any of the above filters are applied, this will be reflected in all of the subsequent data tables and graphs.

KPI Tiles


The first set of numbers you will see are the KPI tiles. These tiles provide you with a quick overview of the main interest and intent signals we are seeing across your sites, as well as your overall network/property reach.

Demographic Data

A range of demographic data can appear on the dashboard including gender, income levels, lifestage, and technographics.


Daily Trends

The initial graph in the dashboard shows the volume trends across the selected time period, property and interests; broken down by day.


  • The blue line indicates the number of unique profiles seen per day.
  • The green line shows the number of those profiles that were synced with the rest of the Carbon network. Synced rates increase when data sales are opted in to. When profiles are “synced” it means we’ve been able to match that profile with data for the same profile via one of our data partners.
  • The orange line represents the number of signals collected per day - whether they're intent, interest or brands.

Data Breakdowns

There are a range of data breakdown tables showcasing an array of data as filtered by the user. Each table has a number of columns including:

  • Date – indicates the date in UTC for the representative data.
  • Profiles – The number of unique user profiles processed on that day.
  • Synced – A representative number of the unique profiles that were also synced with the Carbon partner network. This figure does not include profiles which were detected to use various privacy settings such as Do Not Track or disabling 3rd Party Cookies.
  • Signals – The number of interests, intent, brands and other data points that have been added to profiles, based on the synced number.
  • Not Tracked – The number of profiles that have settings in their device or browser meaning they have opted out of cookie tracking, which is respected by Carbon as standard.
  • Sessions – The number of new sessions started by users on that day.
  • PageViews – The number of pages viewed by users on that day.

By default tables show a number of pre selected columns that cover the needs of most people. Each column has an ‘i’ next to the title that when hovered over provides a definition of what the column shows. Users can select the Column Selection button and display or hide columns to fit their requirements. Column selections will reset when a page is reloaded.

At the bottom of each of the tables there is an ‘Export CSV’ button. This will allow you to download the data from the table in comma separated value (CSV) format which you can then easily open with another tool, such as a spreadsheet, for further analysis.

Daily Breakdown

This table shows a summary of activity across each 24 hour day in the selected time period.


You may also see a lightning bolt icon beside the most recent date on the daily breakdown, showing that this data is real-time.


Property Breakdown

This table shows a summary of activity for each property in your network for the entire date range selected. A property represents a value passed through the Carbon tag in the site or property field.


If you have a large number of properties the ‘Quick Search’ input will be a huge help. Just start typing the name of the property you are looking for and the table will automatically update to display only relevant matching properties. You can drill down to view data for a single property by clicking on the property title.

Location Breakdown

This table show a summary of activity for specific countries for the entire date range and property selected. The ‘Quick Search’ input enables users to to find traffic data from a specific country much quicker.


Signal Breakdown

Carbon collects a number of different data signals which have been split into 3 different breakdown tables:

  • Intent Breakdown - This table shows a summary of purchase intent data detected for the given time period. Intent is assigned a relevant place in the Carbon taxonomy and the table is sorted by volume, showing the most frequently seen intent first. Top level taxonomy can be expanded to show sub level by clicking on the taxonomy title. For example, by clicking on ‘shopping’ intent, a further breakdown list may show data for Black Friday, couponing, Christmas, gifting, etc. These can be clicked on too, to filter the whole Audience Insights dashboard by that specific intent topic.


  • Interest Breakdown - This table shows a summary of user interests detected for the users seen on your network for the given time period. Interests are assigned a relevant place in the Carbon taxonomy and the table is sorted by volume, showing the most frequently seen interests first. By clicking on the top level taxonomy interest the whole Audience Insights dashboard will be filtered by that specific intent topic.


  • Brands Breakdown - This table shows a summary of “brand” signals we have tracked (i.e. when a user is interacting with brand-related content) for a given time period. Brand signals are assigned to the relevant brand within our taxonomy which is presented in the table with “uniques” that have engaged a brand signal, the amount of these signals that have been “synced” with our data partners, and the total pageviews for each brand.