# Audience Summary

You can now get a clear snapshot of your audience right from the **Audience Summary** on the **right side** of your audience page. 

{% embed url="<https://youtu.be/DjvnvtkSiak>" %}

Whether you want a quick glance or a deep dive, you can **expand or collapse** the panel as needed.

<figure><img src="https://888674264-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FGKE0Prjh2dfbNy05EsHY%2Fuploads%2Fi1TGTwoOXjyJKRvR59sc%2FScreen%20Shot%202024-10-17%20at%2012.14.56%20PM.png?alt=media&#x26;token=5f5d908e-7067-4b7a-a76e-d346626ea4c7" alt="" width="375"><figcaption></figcaption></figure>

#### Why You'll Love It

The Audience Summary gives you a ***bird's-eye view*** of the makeup of your audience, ***breaking down*****&#x20;key** **firmographics** like company size, industry, and location.

* **Instant Insights:** The data is ***shown as percentages*** for easy understanding, but ***hover*** over any part, and you’ll see the exact ***counts*** behind them.

<figure><img src="https://888674264-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FGKE0Prjh2dfbNy05EsHY%2Fuploads%2F0ZCiXleiL5zIHLrSmnYf%2FScreen%20Shot%202024-10-16%20at%2011.23.35%20PM.png?alt=media&#x26;token=dbf2ad98-8e60-44f8-aa17-66b29a55da6b" alt="" width="308"><figcaption></figcaption></figure>

* **Interactive & Dynamic:** You can ***exclude and include*** attributes directly from the summary tab. These changes ***instantly update your filter criteria***, helping you refine your audience on the fly.

To **exclude**, click "**X**" next to the selection, it will turn **red**. Then, press enter or choose "**Estimate Now**" in the popup if you'd like the audience size estimate to update.

<figure><img src="https://888674264-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FGKE0Prjh2dfbNy05EsHY%2Fuploads%2FHiBj0Dx7I6nC6LaK6qkE%2Fchrome-capture-2025-10-04.gif?alt=media&#x26;token=4e6161c2-b8c9-4c90-966a-2c5ba5d4319b" alt=""><figcaption></figcaption></figure>

To **include**, click the **blue pill**, and the selection will turn **green**. Then, press enter or select "**Estimate Now**" in the popup.

<figure><img src="https://888674264-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FGKE0Prjh2dfbNy05EsHY%2Fuploads%2F1bv5lI5aJmqunzPQTfzu%2FScreen%20Shot%202024-10-23%20at%2011.15.09%20PM.png?alt=media&#x26;token=31d35e18-653d-430c-8c2a-f65f06f6fc71" alt=""><figcaption></figcaption></figure>

For example, if your audience size is bigger than expected, take a quick look at the summary to see which groups don’t fit. **Exclude and Include them in just a few clicks,** and boom—you’ve fine-tuned your audience in seconds.

#### Use Historical Opportunity Data to See Where You Win &#x20;

Historical Win Rates provide detailed insights into your past closed opportunities by analyzing their key attributes and close rates. Using data from your CRM (more on connecting your CRM [here](https://support.sayprimer.com/primer/connections/setting-up-crm/salesforce-integration)), we enrich your opportunities with additional data points—like industry, company size, revenue, and technology stack—and analyze their impact on close rates.

<figure><img src="https://888674264-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FGKE0Prjh2dfbNy05EsHY%2Fuploads%2F7pT36MD42lU3cpx0lu80%2Fimage.png?alt=media&#x26;token=b6ac45fd-fb7d-4096-bfd5-0ec22cb5858d" alt=""><figcaption></figcaption></figure>

With this feature, you can:

* Identify which prospect attributes (e.g., revenue, industry) lead to the highest close rates.
* Compare the average deal size across attributes and determine if it's above or below your typical deal size.
* Understand statistical confidence with a clear confidence score.

Armed with these insights, you can optimize your audience-building efforts by targeting prospects that resemble your most successful customers, ultimately helping you iterate faster and drive better results.

{% hint style="info" %}
**Win Rates Data Not Populating:**  If you see a **blank or grayed-out win rate column** in your summary, this means there isn’t enough data to calculate and display win rates.

We require a **minimum threshold of opportunities** to show any data, even if the statistical confidence is low. As you connect your CRM and more opportunities are logged and closed, this data will populate over time.<br>
{% endhint %}

<figure><img src="https://888674264-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FGKE0Prjh2dfbNy05EsHY%2Fuploads%2FJOoDPoxhd2T8LZ5gJaCl%2Fimage.png?alt=media&#x26;token=3c502dd7-a455-456d-830a-913718ebdb25" alt=""><figcaption></figcaption></figure>

Below is the list of attributes that are covered in the summary tab.

<table><thead><tr><th width="162">Attribute</th><th>Company / People</th><th width="215">Description</th><th>Example </th></tr></thead><tbody><tr><td>Job titles </td><td>People</td><td>Summarizes the percentage of people with various titles in the audience</td><td> Chief Marketing Officer</td></tr><tr><td>Seniority Level</td><td>People</td><td>Summarizes the percentage of people with various Seniority level in the audience</td><td>C - Suite</td></tr><tr><td>Department</td><td>People</td><td>Summarizes the percentage of people under different departments in the audience</td><td>Marketing</td></tr><tr><td>Companies By People</td><td>Company</td><td>Summarizes the percentage of people in a company that is in the list</td><td>50</td></tr><tr><td>Annual Revenue</td><td>Company</td><td>Summarizes the percentage of companies  annual revenue range</td><td>1 M - 5 M</td></tr><tr><td>Headcount</td><td>Company</td><td>Summarizes the percentage of companies in various headcount (number of employees) range</td><td>50 - 100</td></tr><tr><td>Company Location</td><td>Company</td><td>Summarizes the percentage of companies in different Locations</td><td>United States</td></tr><tr><td>Industry</td><td>Company</td><td>Summarizes the percentage of companies in different Industries</td><td>Marketing and Advertising</td></tr></tbody></table>