🧢 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.
It's easy to expect Category Profile data and Funnel metrics to line up exactly, but they're designed to do different jobs.
Profile data is about distribution:
Who makes up your audience
How different demographic groups are represented
Whether you over/under-index with certain segments
Funnel metrics are about performance:
How many people progress from Awareness → Consideration → Preference
Where drop-offs or strengths exist
How your performance compares to competitors over time
Because one view focuses on composition and the other on conversion, the numbers won’t (and shouldn’t) match directly.
The Category Profile page
What it shows:
This breaks down who makes up your audience at each stage of the funnel.
How to use it:
Benchmark against competitors
Compare your demographic breakdown to the competitor average to spot market trends, understand where you’re excelling, and identify areas for growth.Spot standout segments
Identify which audience segments are more likely to engage with your brand compared to competitors, and track how these segments evolve across funnel stages - from awareness to preference.Shape sharper messaging
If you’re skewing younger in Preference, or under-indexing with a key segment in Consideration, that could be a signal to rethink your creative or media targeting.
Answer questions like:
Who is engaging with my brand, and how does that compare to the competition?
Are we reaching the right audience segments?
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?
Brand Funnel metrics
What it shows:
This shows how your brand is performing across each stage of the funnel.
How to use it:
Track performance over time
Understand how your funnel metrics are evolving over time at each stage of the funnel (remember to add milestones to help correlate brand health with activity).
Identify conversion gaps
Are people aware but not considering? Are you preferred but underused? These gaps help pinpoint where to focus your brand strategy.
Slice the data by audience
Filter by demographic segments to see where your funnel is strongest - or where you’re falling behind.
Monitor competitors
Track your funnel data alongside competitors to identify where they’re outperforming you. If they have a higher conversion rate from consideration to preference, analyze their strategies to uncover insights and refine your own approach.
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?
How to use them together
Let’s say you notice you’re underperforming in awareness among 18–34 year olds on the Funnel Overview page. You head to the Category Profile page and see that competitors are over-indexing with that group, that’s a signal to review your media mix and messaging for this audience.
Or maybe your Category Profile shows strong awareness with 35–54 year olds, but your funnel shows a drop-off at consideration. That’s an indication to look into brand perceptions or category barriers for that age group.