The Analytics page focuses on insights from your first-party data—unlike the Overview page, which shows how you’re using the platform. You’ll find it in the left-hand navigation bar. Once inside, you can filter by country or specific data sources to drill down into three main dimensions: Demographics, Behaviors, and Trends.
Filtering Your Data
Filter by Country: At the top of the page, select a country to analyze.
Filter by Data Source: Click Select elements to include or exclude specific data sources. This lets you focus on certain segments of your collected data.
Demographics
This section shows:
Estimated Total Reach & Device Volume: The total number of unique users and devices detected by your data sources.
Distribution by Device Type: How many desktop, mobile, or tablet devices connect to your site or app.
Distribution by Age, Gender, and Age+Gender: Understand your audience’s demographic makeup.
Distribution by Country: If your audience spans multiple countries, see how each location contributes to the total.
Distribution by Socioeconomic Level: Assess the income bracket or spending power of your audience.
Distribution by Main Language: Discover which languages your users speak.
Behaviors
Behaviors compares your first-party data against Loop’s entire ecosystem. It does this using a concept called Affinity.
What Is Affinity?
Affinity measures how similar or different your audience composition is compared to Loop’s universal data set. Conceptually, it’s a simplified TF/IDF approach:
An affinity above 100 means this interest or behavior is overrepresented in your audience compared to the broader Loop universe.
An affinity below 100 means it’s underrepresented.
Use Case Example
Suppose you discover an affinity score of 135 for “Babies and Kids” in your audience, while the general population’s benchmark is 100. This means your users are 35% more likely to be interested in baby-related products, parenting content, or children’s services compared to the average Loop user. Identifying these niche interests allows you to craft highly relevant campaigns—whether it’s promoting baby products, family-friendly offers, or parenting-related content—ensuring your message resonates with your audience.
Trends
This section displays how your active device volume evolves over time. You’ll see:
Device Counts by Day (or other intervals)
Breakdown by Device Type (desktop, mobile, tablet)
Monitoring trends helps you spot user growth or fluctuations in usage patterns—crucial for timing campaigns or understanding seasonal changes.
By combining Demographics (the “who”), Behaviors (the “what”), and Trends (the “when”), the Analytics page offers a comprehensive view of your first-party data. Whether you’re zeroing in on a specific country, analyzing only a few data sources, or evaluating broader audience interests, these insights enable you to optimize strategies and deliver more relevant experiences to your users.