Understanding Absolutes vs. Scores
Learn the difference between the Absolutes and Scores views in Demand Intelligence reports and understand when to use each to interpret your data.
Overview
Demand Intelligence provides two ways to visualize report data: Absolutes and Scores.
Both views use the same underlying data but present it differently depending on your analysis goals. Absolutes display the raw values collected for each entity, while Scores apply weighting to help identify the strongest demand signals across channels and countries.
Understanding the difference between these two views helps you choose the most appropriate way to analyze your results.
Absolutes
The Absolutes view displays the raw values collected for each metric without any additional weighting or interpretation.
Results are presented by channel and country, allowing you to see the actual numbers recorded for each entity. This view is useful when you want to understand the underlying data exactly as it was collected or compare raw performance across entities. Because no weighting is applied, all channels and countries contribute equally to the results.
Scores
The Scores view builds on the raw data by applying weighting to channels and countries. Rather than displaying only the recorded values, this view ranks entities based on the relative importance of each demand signal.
This additional layer of interpretation helps surface the entities that demonstrate the strongest overall demand, even when their raw metrics differ across channels or regions.
How Scores Are Calculated
Scores are calculated using weighting assigned to both channels and countries.
Channel weighting reflects the relative importance of each channel within the analysis. For example, Instagram may contribute more heavily to the final score than website traffic if it has been assigned a higher weighting.
Similarly, country weighting adjusts the influence of demand signals based on geographic relevance. The same channel may contribute differently depending on the country being analyzed.
By combining these weighted signals, Demand Intelligence produces a score that provides a more contextual view of overall demand than raw metrics alone.
Why Scores Matter
While Absolutes show what happened, Scores help explain how important those results are within the broader context of your analysis.
Using weighted demand signals makes it easier to:
- Compare entities across multiple channels and markets.
- Identify the strongest demand signals.
- Prioritize brands, creators, or intellectual properties based on overall relevance.
- Surface meaningful insights that may not be obvious from raw values alone.
Scores are particularly valuable when comparing entities across regions or channels that contribute differently to your overall analysis.
Which View Should You Use?
Use Absolutes when you want to review the original data or compare raw metrics.
Use Scores when you want to understand relative demand and identify which entities have the strongest overall performance after weighting has been applied.
Both views complement one another and can be used together to gain a more complete understanding of your report.