Activation Coverage

The Activation Coverage dashboard shows a matrix of your audiences and destinations, revealing what percentage of each audience is being reached across your activation channels. Use it to identify coverage gaps where audiences are defined but not activated, and to ensure your audiences are being fully utilized.

What Activation Coverage Shows

Activation Coverage answers a fundamental question: “Are we reaching our audiences in all the places that matter?”

It’s common for teams to build audiences and then activate them to only one or two destinations, leaving other channels underutilized. The coverage matrix makes these gaps visible at a glance.

The Coverage Matrix

The dashboard displays a grid with:

• Rows — each audience in your workspace
• Columns — each destination the audience is synced to
• Cells — the status of the audience sync connecting the pair

An audience with no syncs at all appears with no destinations against it. That row — an audience someone built and never activated — is what the dashboard exists to make visible.

Reading the Dashboard

Overview Statistics

At the top of the dashboard, summary statistics give the high-level picture:

Reading It

The two ends of the matrix answer different questions:

• A row with no cells is an audience nobody is using — built for a reason, reaching nothing.
• A column with no cells is a destination nobody is sending to — a connection that is configured, costing setup effort, and idle.

Identifying Coverage Gaps

Audiences with No Activation

The most critical gap is an audience that exists but has no syncs configured. These audiences were built for a reason — they represent business-relevant cohorts — but no downstream tool is receiving the data.

To find unactivated audiences:

1. Navigate to Insights > Activation Coverage
2. Look for the rows with no destinations against them
3. For each unactivated audience, decide whether to:
   • Create a sync to an appropriate destination
   • Archive the audience if it’s no longer needed

Destinations with No Audiences

Similarly, a destination that’s connected but has no audiences synced to it represents unused infrastructure:

1. Look at the column headers in the coverage matrix
2. A column with no cells against it is a destination nothing is being sent to
3. Either activate an audience to it, or remove the destination if it is no longer needed

Partial Coverage

An audience that’s activated to some destinations but not others may represent a deliberate choice or an oversight:

• Deliberate — An email audience doesn’t need to go to Google Ads. This is expected.
• Oversight — A retargeting audience is synced to Google Ads but not Facebook Ads. This may be a gap worth closing.

Review partial coverage in the context of your activation strategy to determine which gaps matter.

Coverage Best Practices

Organize by Activation Strategy

Group your audiences by their intended use to make coverage analysis more meaningful:

Set Coverage Targets

Define minimum coverage targets for your key audiences:

• Tier 1 audiences (revenue-critical) — an active sync to every intended destination, and an alert rule on each
• Tier 2 audiences (operational) — Active syncs configured, reviewed monthly
• Tier 3 audiences (exploratory) — May not need activation; review quarterly for relevance

Monitor Coverage Over Time

Coverage can degrade as destinations encounter errors or syncs are paused. Check the Activation Coverage dashboard regularly (weekly for Tier 1 audiences) to catch degradation early.

API Endpoint

GET /api/v1/workspaces/{id}/insights/activation-coverage

Returns one entry per audience in the workspace, each carrying the destinations it is synced to. It takes no parameters — an audience with no sync appears with an empty destinations list, which is the gap the dashboard exists to surface.

Response:

[
  {
    "audience_id": "aud_abc123",
    "audience_name": "High-value customers",
    "destinations": [
      { "destination_id": "dst_1", "destination_name": "Salesforce", "sync_status": "active" },
      { "destination_id": "dst_2", "destination_name": "Braze", "sync_status": "paused" }
    ]
  },
  {
    "audience_id": "aud_def456",
    "audience_name": "Trial signups",
    "destinations": []
  }
]

sync_status is the audience sync’s own status, so a destination listed with a paused sync is connected but not currently delivering.

The related channel endpoints answer the same question by channel rather than by destination:

GET /api/v1/workspaces/{id}/insights/channel-activation
GET /api/v1/workspaces/{id}/insights/audience-channel-matrix
GET /api/v1/workspaces/{id}/insights/channel-field-audit

Related Resources

• Syncs — Configure syncs from audiences to destinations
• Destinations — Manage destination connections
• Audience Overlap — Understand shared membership between audiences
• Sync Health — Monitor sync execution health