Reading Our Reports

Quantcast Measure - General

Every month, millions of people use Quantcast reports to get crucial measurement insights into web audiences. Quantcast reports differ a bit from traditional web analytics, as Quantcast reports focus on audience composition (although you can view traffic data as well).

Traffic

Quantcast Measure works for every country in the world. Use the traffic graph to determine how many unique devices have visited the selected property. The traffic report also measures visits and page views, and all stats are available in daily, weekly and monthly views.

For cross-platform properties, this report presents the sum of the total traffic across all platforms – including mobile apps, living room apps, and both desktop and mobile web.

There are additional settings you can adjust for the traffic graph available on the right side of the report. Choose the date range you want to look at, including 30 days, 90 days, 365 days, a calendar month, or your own custom date range. You can also choose to view the data as either a stacked or line graph.

Additionally, the traffic report can also show which country traffic is coming from; you can choose to focus on a specific region in the country selector in the navigation bar, and see how much of the traffic comes from the rest of the world outside that country.

Rank

A property’s rank is displayed in the upper right corner of the Measure profile. The rank is based on a property’s size, as measured by people who have visited the property in the previous 30 days. The rank is computed differently depending on the type of property.

The site rank compares the site with other sites in the same country, and includes both sites measured directly by Quantcast and those with estimated traffic data. However, for countries other than the US, the ranking only includes sites directly measured by Quantcast.

Ranks share the same public visibility settings as traffic. Networks and sites can learn how to change their visibility settings here.

Demographics

This report tells you the gender, age, children per household, education status, income levels, and other demographic insights of a property’s audience. Users can choose between viewing the demographic makeup of the audience as either an index compared with the total Internet average, which is represented by both a figure and a bar chart, or by looking at the composition as a percentage of a property’s total audience, presented as either a figure or a pie chart.

For an example of how to read an index, an index of 100 indicates a site’s audience is equivalent to the demographic makeup of the total Internet population. Any number over 100 means that the property is “over indexed” and attracts a more concentrated group of a particular demographic group than in the general Internet population.

Cross-Platform

The cross-platform report provides a property’s traffic numbers specific to each platform: web, mobile web and mobile apps. You can see traffic measured as either uniques, visits or page views. Note that there is no mobile app equivalent of a view.

There are additional graph settings you can adjust on the right side of the report. Choose the date range you want to look at, including 30 days, 90 days, 365 days, a calendar month, or your own custom date range. You can also choose to view the data as either a stacked or line graph.

Additionally, the table beneath the graph provides a clear percentage breakdown of a property’s traffic across devices.

Audience Grid Reports

The Audience Grid reports are a series of reports that help you understand the offline behaviors of a property’s audience, such as TV interests, offline shopping habits, or occupation. Results are shown as an Affinity Index, comparing how much more likely someone who visits a property is to exhibit a given behavior compared with the average Internet user.

These reports are powered by data from Quantcast Audience Grid. This new product allows data providers with an offline data set to use Quantcast Measure’s modeling capabilities and online dataset to translate those offline consumer habits into online data.

Choose audience reporting across a number of different verticals, and within each report vertical there are many different categories available. You can quickly navigate across all report categories by using the links available at the top of each report.

Additionally, you can choose from multiple data sources within a given category. Switch data sources simply by toggling the Data Sources in the controls on the right side of each report. It’s important to note that different data sources will have different results available.

Many reports also have more granular results available by clicking on the “View Details” tab. In the details sheet, you can view results either grouped by category, or broken out into complete hierarchical lists.

General Interests

The General Interests report helps you understand the interests and lifestyles of a property’s users, either by categorizing the interests users exhibit in their web browsing behavior, or by showing other properties they frequently visit. Results are shown as an Affinity Index, comparing how much more likely someone who visits a property is to be interested in a given topic or visit a given site compared with the average Internet user.

The Interests report shows the interests that most closely align with the account, property or event profiled in this report. It is sorted to identify the interests these users exhibit in large proportions relative to the rest of the Internet.

The Sites report shows the sites that share a common audience with the account, property or event profiled in this report. It can be sorted to find the sites most similar or sorted to find the sites whose users make up the largest portion of a user base.

For more information on how to best use this report, be sure to check out our full Guide to Understanding General Interests.

Political Interests

The Political Interests report tells you the US political affiliation and engagement of a US web property’s audience. Similar to the Demographics report, you can choose to view this data as either an index compared with the entire US population, or look at the composition as a percentage of a property’s total audience.

The Political Interests report is only available for US web traffic. Unlike most Quantcast indexes, Political Interests compare a site’s audience with the average of the total US population, not simply the Internet population. Indexes are computed based on Gallup and Pew research for affiliation and engagement, respectively.

Learn more about our advertising solutions.