What is Audience Measurement?
Audience Measurement software enables websites, apps, and other digital properties to better understand details about their audience and users. This type of software collects analytics and provides visual reports to gain key insights from the data.
Some of the key capabilities include:
- Tracking number of visitors/users and monitoring traffic sources
- Analyzing visitor demographics like location, age, gender
- Understanding user engagement through metrics like pages per visit, time on site, and bounce rates
- Identifying referral traffic sources and analyzing performance
- Creating audience segments to analyze behavior of key groups
- Integrating with marketing platforms to attribute site activity to campaigns
- Comparing performance against competitors
Overall, Audience Measurement platforms empower digital properties to optimize their content, product, and marketing based on data about their visitors and customers. Leading solutions include Google Analytics, Adobe Analytics, and Similarweb.