Overview
Follow this article to learn how Audiense Connect helps you evaluate your outreach and measure the performance of your X (formerly Twitter) accounts.
As your audience grows, it's important to understand how your communities overlap, where new opportunities exist, and how your accounts are performing over time. Audiense Connect provides reporting tools that help you analyze relationships between audiences and monitor the overall health of your social presence.
This article introduces two reporting features that can help you gain a deeper understanding of your outreach efforts.
Analyze Audience Relationships
The Audience Intersection Report allows you to compare multiple accounts, audiences, sources, or monitoring queries to understand how their communities overlap. By identifying both shared and exclusive audience members, the report helps you visualize relationships between different communities and uncover opportunities for audience growth.
Audience Intersection Reports are commonly used to answer questions such as:
- How much overlap exists between multiple brand accounts?
- Which competitors share the same followers?
- How many users are engaging with a campaign without following the brand?
- What is the total size of a community when multiple accounts are combined?
These insights can help evaluate the effectiveness of your social strategy while identifying audiences that may not yet be fully engaged with your brand.
Create an Audience Intersection Report
To create an Audience Intersection Report, select Analytics from the navigation menu and choose Reports. From the Reports dashboard, select Create New Report, provide a name for the report, and choose the Audience Intersection Report template. You can compare up to 20 accounts, audiences, sources, or monitoring queries within a single report before selecting Create Report.
Once the report has finished generating, return to the Reports dashboard and open the report to begin your analysis.
Understand the Report
The report dashboard displays how audiences relate to one another.
The first columns summarize the size of each audience and indicate how many users are exclusive to that audience. The comparison matrix then shows how many users are shared between each audience. At the bottom of the report, you'll also find the total combined audience size. Users who belong to multiple audiences are counted only once, providing a more accurate view of the overall community. Additional polar area charts further visualize the relationships between the selected audiences, making it easier to identify patterns and shared communities.
Review Your Account Performance
The Profile Performance Report provides an overview of how your owned X account is performing over time.
Rather than focusing on relationships between multiple audiences, this report measures the performance of an individual account by tracking metrics such as followers, engagement, influencers, and overall account activity.
Reviewing these trends over time can help you understand how your account is evolving and evaluate the impact of your engagement strategy.
Create a Profile Performance Report
To create a Profile Performance Report, navigate to Analytics and select Reports.
Choose Create New Report, provide a report name, and select the Profile Performance Report template. After configuring the report settings, Audiense will generate a collection of visualizations that summarize your account's performance. The first visualization presents the overall evolution of your account, followed by additional charts that explore specific metrics such as follower growth, engagement, and top-performing posts.
Best Practices
Both reports provide valuable—but different—perspectives on your social strategy.
The Audience Intersection Report is best suited for understanding relationships between communities, identifying shared audiences, and uncovering opportunities for audience growth. The Profile Performance Report focuses on the health and performance of an individual account over time.
Reviewing these reports together provides a more complete understanding of your outreach efforts. While one helps you understand who you're reaching, the other helps you evaluate how effectively you're engaging them.
As your campaigns evolve, periodically reviewing both reports can help identify new opportunities, measure progress, and refine your overall engagement strategy.
In this section, we'll look at:
- Who's Engaging With You?
- Reviewing your Account Performance
Who's Engaging With You? (Intersection Report)
Audience Intersection Report is a great way to get a snapshot of the current performance of selected accounts, sources or monitoring queries. We can see the number of exclusive users and common users of each audience.
This is a great tool to find relationships between audiences. It is also beneficial as you can see how effective the social strategy of each audience is. In addition to this, you can see which accounts from similar sectors have a cross-over – are you sharing followers with a particular competitor or do you have a high number of exclusive users? And if your brand has a number of Twitter accounts, how big is your total community? For example, is there a proportion of people talking about you but not following you and if so, what is the size of the missed opportunity?
There are 3 main ways we use our intersection report:
- Brand health: Comparing our many Twitter handles to see if there is a cross-over between the accounts – what is the total size of our community?
- Understand who is talking about you or engaging in a specific campaign but not following you – the total size of our community could be bigger than we think
- To see where we share followers with a competitor
To create an Audiense Intersection Report, first, go to ‘Analytics’ in the top menu bar and select ‘Reports’ . This will bring up the Report Dashboard. In the top you’ll see a ‘Create new report’ box, simply click that to begin.
Give your report a name, then select the template, which will be the ‘Audience Intersection Report’. Here we add the accounts, sources (including audiences) or monitoring the report will be based on. You are able to add up to 20 accounts and sources here. Just click ‘Create Report’ to complete the report.
To view your report, go back to the Report Homepage and select the report you'd like to view.
This will bring up the Report Dashboard. In this example, we're looking at which Coke handles share users, and how many. The first 2 columns states how many users each audience has, and how many of those users are exclusive to them. The rows show the number of users that each have in common with each other and below we have the total number of users - this means if a user follows more than one account, they’ll only be counted once. This is useful as it shows the total number of users in a community.
Underneath all this, we have polar area charts for each audience, which are broken down versions of this data.
Find more information about this topic here.
Reviewing your Account Performance (Profile Performance)
The Profile Performance Report provides an overview of the results you are achieving with your (owned) account, in terms of influencers, engagement, followers, etc. and lets you see the evolution over time.
To create a Profile Performance Report, first, go to ‘Analytics’ in the top menu bar and select ‘Reports’. This will bring up the report dashboard. In the top you’ll see a ‘Create new report’ box, simply click that to begin. Give your report a name, then select the template, which will be the ‘Profile Performance Report’.
Give your report a name, select a name, and fill out the settings.
The first widget of this report will display a graph of the evolution of your account. Under this there are more graphs that break this down into specific sections such as followers, engagement and top tweets.
More information on Profile Performance can be found here.