Audience Comparison: Engagement

Compare the quality of visits

The Engagement tab focuses on whether different Audiences participate meaningfully, not merely whether they generated sessions. This is useful when two groups have similar traffic volumes but very different depth or effectiveness.

Read the report

• Audience Engagement Performance provides the headline comparison.
• Audience Primary Stats keeps the principal measures together for each selected group.
• Effective Sessions by Visitor Type separates new and returning behaviour, with a corresponding composition view.
• Effective Sessions by Device shows whether desktop or mobile context explains part of the difference, again with composition.

Use the same date range and EBA context when moving between groups. A high effective-session rate based on a very small Audience can be less actionable than a modest improvement across a large group.

Turn the pattern into a question

If an Audience underperforms, inspect its traffic sources, device mix and the Locations it reaches before changing the experience. If it outperforms, identify whether the rule simply selects already-engaged users or exposes a pattern that can guide acquisition or Personalization.