🧢 Coach T's Recap
Profile data = Who’s engaging with your brand at different funnel stages. For example, "Of those aware of my brand, 18% are aged 18-24."
Funnel data = How your brand is performing at each stage of the funnel. For example, "My brand has 52% awareness among 18-24 year olds."
Together, these metrics give you a complete picture: who your brand is resonating with, how strong your funnel is with these groups, and how well you're converting them through each stage.
At Tracksuit, we make it easy to understand how your brand is performing, who’s engaging with it, and where opportunities lie. Key pages leverage profile data (Category Profile) and funnel data (Funnel Overview & Conversion Overview) to provide valuable insights into your brand’s reach and performance at every stage.
Profile and funnel data answer slightly different questions. Here’s how to think about them and use them in your day-to-day.
Profile Data
Think of the Category Profile as your ‘who’ lens. It’s about audience composition - who’s in the category, who's showing up in your data and how do they compare to others in your space.
What it shows 👇
Category consumer breakdown: The green bars show the demographic distribution of those in your category, based on the qualifying question. It provides insights into who makes up the category audience broken down by demographics such as age, gender and region.
All demographics: The purple bars shows how your brand’s demographic profile (or a competitor if you toggle across the brand list) compares to the category. This lets you see where you or your competitors are over/under indexing relative to the category consumer, across each stage of the funnel.
Demographic comparison: This view shows how each brand profile is distributed across different demographics, side-by-side with the category profile.
This helps you answer questions like:
Who is engaging with my brand, and how does that compare to the competition?
Are we reaching the right audience/s?
Where should I adjust my targeting to maximize growth?
How does my demographic breakdown compare to competitors? Where are the gaps and opportunities?
Who are the most relevant consumer segments for my brand?
Should I adjust my creative strategy for different demographic groups?
Funnel Data
While the Category Profile gives you a deep dive into who is engaging with your brand, the Funnel Overview and Conversion Overview pages help you understand how your brand is doing.
Think of funnel data as your ‘how are we doing’ lens. It gives you a read on performance and movement through the funnel, both overall and within segments.
This helps you answer questions like:
How is my brand performing at each stage of the funnel? How does this differ across demographic groups?
Which demographic segments are most likely to convert?
How does my brand’s performance compare to competitors? Does my ranking change with key segments?
Where are we losing potential customers in the funnel?
What stage of the funnel needs the most attention?