Guides / Learning Center

Reading Our Reports

Every month, millions of people use our audience reports to get crucial measurement insight into website traffic. Here is a description of the reports we offer:

Traffic Report

Use our traffic graph to determine how many people have visited the selected site. We also measure cookies, impressions, page views, among other stats, in daily and monthly views.

Quantcast is the only measurement service that tells you the difference between cookies and people. A single person can be represented by many cookies–home, work, phone, even different browsers. Quantcast shows the relationship between people and cookies at a property, or even sub-property level.

Reading Demographics

Quantcast can tell you the gender, age, children per household, education status, income levels, and other demographic insights of an individual site’s audience. The “index” represents the delivery of a specific audience segment compared to the internet average of 100. Composition, which is represented by the % of audience figure on the left side of the chart, represents the percentage of a property’s total audience that meets a specific demographic criteria.

The “index” shows how an individual site’s audience compares to the internet population as a whole. For example, an index of 100 indicates a site’s audience is equivalent to the demographic make-up of the total internet population. Any increase over 100 means that the property is “over indexed” and attracts a more concentrated group of a particular demographic group than in the general internet population.

Audience Also Likes

The “Audience Also Likes…” section of a site’s profile shows other sites the audience is likely to visit, and the affinity indicates how much more likely than average. For example, if the profile for WSJ.com listed Barrons.com with an affinity of 10x, a randomly chosen visitor to WSJ.com is ten times likelier to visit Barrons.com than the average internet user. Conversely, an affinity of 1x means the user is no more likely to visit than the website than the average user.

There’s no better way to get an intuitive sense of who an audience really is than to see what properties they also engage with. Use “Audience Also Likes” to get more insight into what makes a particular audience tick.

Traffic Frequency

We’ve broken down visitor traffic into three categories: Passers By, users who visit a site or interact with media once per month; Regulars, those who visit a site or interact with media more than once but less than 30 times per month; Addicts, those that interact with a site 30 or more times per month.

If 12% of a site’s audience is Addicts, and they make up 66% of all visits, that translates into a majority of the monthly traffic being driven by a tiny portion of the overall audience. Which means this audience is highly engaged with the site’s content.

Geographic Data

We give you specific geographic information about where individual visitors are accessing the internet, including City, State, Country, and Designated Marketing Area (DMA).

Evaluate your audience, or the audience you want to reach, by a variety of geographic criteria. Most noteworthy — index properties against all 210 TV DMAs. No other service can do this!

Business Data

Interested if a property’s audience tends to visit from home or work? And if they access from work, what size company are they in? Quantcast shows this information so you understand a property’s complete audience profile.

Quantcast “Home/Work” data is based on directly-measured traffic, providing the marketplace with real data about workplace consumption. Use data to get a true understanding of where audiences are, and the types of business environments they are in.