Audience insights report

The Audience insights report answers two questions the Attribution and Influence reports don't: am I reaching enough new people, and how fast do they move from their first touchpoint to a deal, and from a deal to a win?

You'll find it under Reporting → Audience insights.

Audience growth

New people and companies

The row of numbers at the top counts what entered your audience in the selected period, compared with the previous period of the same length:

New visitors: people first seen in the period. Visitors are counted per person: when someone is identified on several devices, those devices merge and the person counts once. Below the number is the share of these visitors you have identified since.
New contacts: people who became a contact in the period, dated by when you first identified them or when they were created in your CRM, whichever came first. This includes people who first visited in an earlier period.
New companies: companies that entered your audience in the period, from your CRM, the tracking SDK's group call, or Lens.
New leads: people who became a lead in the period, through one of your cut-off events or, when none are set, their first deal.
New deals: deals created in the period.

When someone is identified, their devices merge and they are counted from their earliest visit, which can move them into an earlier period. So the previous period's new visitors can grow after the fact, and the change against it can read slightly high.

The trend chart shows any of these per day, month or year, stacked by the source type of each one's first visit (search, social, direct, referral, …). The previous period is drawn as a dashed line.

Audience depth

Audience depth follows one group: the new visitors of the period. For that group it shows how many have since been identified, become a lead, got a deal and won one, each as a share of the whole group.

These are counts to date, so a recent period keeps growing as its people move along. That shows most in Deals and Won: if your sales cycle is longer than the selected period, expect those to be low for recent periods.

Where new people come from

The table breaks the same group down by the source of each person's first visit, such as google_ads or direct. The columns add up to the audience depth numbers, together with the rare visitors whose first visit had no source, which are listed below the table.

Click the number in the Identified, Leads, Deals or Won column to open exactly those people in the contacts list. The list is filtered on first seen and first source, so it shows the same people the number counts.

Cohort maturation

For each month's new visitors, the share identified after 0, 1, 2… months. Use it to see how long your audience takes to make itself known. Months only partly inside the selected period are marked, because they are a smaller sample.

Journey velocity

The velocity section measures the time between journey milestones. It looks at the milestones reached in the selected period and measures back from each one: deals created in the period and how long since the contact's first touchpoint, deals won in the period and how long since the deal was created. Measuring back keeps the numbers honest: a group of recent first visitors would only contain its fastest deals so far, and make you look quicker than you are.

Time between milestones

First touchpoint → lead: how long people take to become a lead.
First touchpoint → deal created: how long from the contact's first touchpoint to the deal appearing in your CRM.
Deal created → won: your sales cycle. Spectacle takes the win date from the deal's last stage change, because CRMs don't sync a won date. Won deals without a stage change after they were created, such as deals imported as already won, have no known win date and are left out.
First touchpoint → identified: how long people stay anonymous.

Each track shows the median and average days, a weekly histogram, and how many of the period's milestones could be measured.

A journey can't be measured further back than the start of your tracking. If you started tracking recently, journeys that began earlier are timed from that date and read shorter than they were. The report says so when this applies.

The trend chart shows the median days to deal and to won per month, so you can see whether you're getting faster.

Journey coverage

Journey coverage shows the share of the period's new deals that the velocity numbers can measure, and why the rest can't be:

The deal's contact has no tracked touchpoint.
The contact was in your CRM before their first touchpoint, so their journey started before Spectacle could see it.
The contact's first touchpoint came after the deal was created.

The measured deals are the ones counted in First touchpoint → deal created and in pipeline freshness.

Pipeline freshness

Deals created in the period split by how long their contact had been in your audience: less than 30 days, 30 to 90 days, or more than 90 days. It shows whether new pipeline comes from newly reached people or from long nurture.

Time in deal stage

The median number of days deals spent in each pipeline stage, for stays in a stage that ended in the selected period. A deal still in a stage isn't counted for that stage until it moves on. When a deal returns to a stage it was in before, only its latest stay there is measured.

New companies

The latest companies that entered your audience in the period. Companies found through Lens carry a Lens badge.