The People Analytics dashboard provides you with an aggregated view of your entire user base, helping you analyze who your audience is, how it’s growing, and how members interact with your platform.
✏️ How to Use This Dashboard
The dashboard is divided into two key sections that help answer different business questions:
1) Overview: Get a snapshot of your audience composition and membership activity. Use this to understand how many users, members, and buyers you currently have.
2) Audience: Analyze how your audience is growing, where users are coming from, where they’re located, and how much they’ve spent.
In this article, we’ll guide you through the key features of People Analytics so you can explore your audience with confidence and make data-informed decisions.
If you have questions about specific terms, check the People Overview article.
1. Overview
The Overview section provides a snapshot of your current user base and membership activity.
You can filter this view by:
User Created At (signup date)
Marked as Spam
Tags
Lifetime Spend
Users
The Users card summarize your total audience and how they’re distributed by user type.
Metric | Description |
Total | Count of all unique users. |
Members | Count of unique users currently defined as Members. |
One-Time Buyers | Count of unique users currently defined as One-time Buyers. |
Leads | Count of unique users currently defined as Leads. |
📌 Note: A user can be both a Member and a One-Time Buyer if they’ve purchased both types of offers.
For this reason, the sum of user types may be higher than your total user count.
Members by Subscription Status
This report breaks down members by their current subscription status, helping you understand how many are actively subscribed, in trial, or have churned.
Statuses include:
In Trial
Active
Paused
On Hold
Churned
💡 How to use this visualization:
Quickly identify how many members are actively subscribed versus those who are in trial, paused, or have churned. This gives you a high-level view of your platform’s subscription health.
Active Members by Activity Status
This card shows the current transition states of your active members, helping you track subscription momentum and lifecycle changes.
Activity statuses include:
New
Reactivated
Upgraded / Downgraded
Pending Pausing / Pending Cancellation
💡 How to use this visualization:
Monitor the flow of member activity — see who’s rejoining, upgrading, or preparing to cancel.
2. Audience
The Audience section helps you understand how your user base is growing and who your audience is today.
Here, you’ll find insights on growth, geography, sources, spending, and communication preferences.
Users
Displays the total count of unique users based on the filters applied.
Users Created Over Time
Shows how many users were created over time. This helps you track signup trends and audience growth patterns.
💡 How to use this visualization:
Identify spikes in user creation around campaign launches or seasonal events.
Filter by Lead Source or Tag to see which initiatives drive the most signups.
Users by Creation Source
Breaks down how users’ accounts were first created — for example:
Web Sign Up
App Sign Up
Admin invite
Other sources
📌 Note: Only users with a known creation source are included in this view.
💡 How to use this visualization:
Compare how different channels contribute to total user growth.
Users by Lead Source
Shows where users originally came from — for example:
Abandoned Cart
YouTube funnel
Giveaway Funnel
Email Capture
Live Event Preregistration
📌 Note: Only users with a known lead source are included in this view.
💡 How to use this visualization:
Compare how different sources contribute to audience growth.
Users by Country
Breaks down users by their last known country, helping you visualize your audience distribution globally.
Location is determined by:
The user’s last watched country
Their profile location (if added)
Their most recent payment location
📌 Note:
Some users may appear as Unknown if they haven’t watched content, made payments, or added a location.
Privacy tools and VPN use can also obscure location data.
💡 How to use this visualization:
Understand your global reach and identify top-performing countries for marketing or content localization.
Users by Tag
Shows how many users are associated with each tag on your People page.
📌 Note: A user can have multiple tags, so totals across tags may exceed the number of total unique users.
💡 How to use this visualization:
See which audience segments or campaigns have the largest user groups. Combine with filters to focus on subscribers, leads, or one-time buyers.
Users by Lifetime Spend
Displays how users are distributed based on their total lifetime spending.
Leads are not included, since they always have $0 lifetime spend.
💡 How to use this visualization:
Identify which groups drive the most revenue and understand how many of your members have spent money versus those who haven’t — giving you a clearer picture of your free vs. paying audience.
Use the User Type filter to view spending patterns for Members and One-Time Buyers.
Users by Email Opt-In
Breaks down users based on their email marketing preferences — whether they’ve opted in or out of receiving communications.
💡 How to use this visualization:
Gauge the size of your reachable audience for marketing campaigns and newsletters.
🔍 Filters
People Analytics allows you to filter all reports by:
Filter | Description |
User Created At | Focus on users created during a specific date range. |
Marked as Spam | Exclude or include users flagged as spam. This is marked as FALSE for default to match what's shown in the People Page. |
Tags | Filter by user tags. |
Lifetime Spend | View data by user spending range. |
The Audience tab also allows you to filter by:
Filter | Description |
User Type | Filter by member, one-time buyer or lead. |
Subscription Status | Filter users by their current subscription status, such as active, paused, on hold, former, or in trial. |
Activity Status | Filter active members by their recent subscription activity: new, reactivated, upgraded, downgraded, pending pausing, or pending cancellation. |