Audience Trends

The Audience Trends dashboard tracks how your audiences change over time. Monitor audience size, growth and shrink rates, membership change velocity, and historical snapshots to understand audience dynamics and measure the impact of campaigns, product changes, and market shifts.

What Audience Trends Show

Every time an audience sync completes, Zeotap records the audience’s member count as a dated snapshot. Audience Trends plots those snapshots as a time series and derives a growth rate from them.

The consequence worth knowing up front: the series comes from sync runs. An audience that is never synced has no trend, however often you estimate it, and an audience synced weekly has weekly points regardless of the period you select.

Key Metrics

Metric	Description
Size	The member count recorded at each snapshot
Growth rate	Percentage change from the first snapshot in the period to the last

Alongside the trend, the velocity view reads the sync runs themselves — rows added and rows deleted per run — which is the churn behind a size that may barely move.

Reading the Dashboard

Audience Size Over Time

The chart plots member count against date, one point per recorded snapshot. Use it to:

Spot trends — is the audience growing, shrinking, or stable?
Identify inflection points — when did growth accelerate, or a decline begin?
Correlate with events — compare size changes against campaign launches, product releases, or seasonal patterns

Because the growth rate is measured from the first point to the last, a period that contains only one snapshot has no growth rate to report — pick a wider one.

Membership Churn

Size alone hides turnover. An audience that adds 5,000 members and loses 5,000 in the same week looks flat, and behaves nothing like a flat audience:

Sync volume — every add and every remove is work, whatever the net
Destination costs — more API calls, for a list that ended up the same size
Targeting stability — members can enter and exit before a campaign reaches them

The per-run rows added and rows deleted figures are what make that visible.

Common Use Cases

Measuring Campaign Impact

Compare audience trends before and after a campaign:

Navigate to Insights > Audience Trends
Select the target audience (e.g., “Active Users”)
Set the period to span the campaign
Look for size changes that correlate with campaign start and end dates

If the audience grows during the campaign and stabilizes after, the campaign likely drove new qualifying behavior. If it shrinks after the campaign ends, the campaign may have temporarily inflated the audience.

Monitoring Audience Decay

Some audiences naturally shrink over time as members stop qualifying (e.g., “Purchased in the last 30 days” will lose members who haven’t purchased recently). Trends help you:

Set expectations — Understand the natural decay rate so you can plan for list attrition
Trigger re-engagement — If a high-value audience is decaying faster than expected, it may signal the need for retention campaigns
Adjust criteria — If an audience shrinks below a useful threshold, consider broadening the filter conditions

Identifying Anomalies

Sudden spikes or drops in audience size often indicate data issues rather than real changes:

Anomaly	Possible Cause	Investigation
Sudden 50%+ drop	Source data issue (table truncated, schema change)	Check the source model and recent data loads
Sudden 50%+ spike	Filter condition bug or new data backfill	Review the audience filter and recent model changes
Size drops to zero	Source connection failure or query error	Check the audience sync’s recent runs and their error messages
Wild oscillation	Non-deterministic query (e.g., relying on `CURRENT_TIMESTAMP` in joins)	Review the model SQL for time-sensitive logic

Comparing Multiple Audiences

Select multiple audiences to plot their trends on the same chart. This is useful for:

A/B audience comparison — Compare how two variations of an audience criteria perform
Funnel analysis — Track audiences that represent different stages of the customer lifecycle (e.g., “Signed Up” → “First Purchase” → “Repeat Buyer”)
Portfolio monitoring — See all your key audiences at a glance to spot which are growing and which are declining

API Endpoint


GET /api/v1/workspaces/{id}/insights/audience-trends?period=30d

Query parameters:

Parameter	Type	Description
`audience_id`	string	Filter to one audience. Omit for every audience in the workspace.
`period`	string	A number of days, written `7d`, `30d`, `90d`. Defaults to `30d`.

Response fields:

Field	Type	Description
`audience_id`	string	Audience identifier
`audience_name`	string	Audience display name
`data_points`	array	The snapshots, each `{ date, size, source }`
`growth_rate`	float	Percentage change from the first data point to the last

The companion endpoint returns the per-run churn behind those sizes:


GET /api/v1/workspaces/{id}/insights/audience-velocity?period=30d

Each entry is one audience sync run: sync_run_id, run_date, rows_added, rows_deleted.

Audiences — Create and manage audiences
Audience Overlap — Compare membership between audiences
Activation Coverage — See where audiences are being activated
Sync Health — Monitor sync execution health