Activation Coverage
The Activation Coverage dashboard shows a matrix of your audiences and destinations, revealing what percentage of each audience is being reached across your activation channels. Use it to identify coverage gaps where segments are defined but not activated, and to ensure your audiences are being fully utilized.
What Activation Coverage Shows
Activation Coverage answers a fundamental question: “Are we reaching our audiences in all the places that matter?”
It’s common for teams to build audiences and then activate them to only one or two destinations, leaving other channels underutilized. The coverage matrix makes these gaps visible at a glance.
The Coverage Matrix
The dashboard displays a grid with:
- Rows — Each audience in your workspace
- Columns — Each destination in your workspace
- Cells — Coverage status and percentage
Each cell shows one of:
| Indicator | Meaning |
|---|---|
| Active (green) | An audience sync exists and has successfully run recently |
| Stale (yellow) | An audience sync exists but hasn’t run successfully within its SLA |
| Error (red) | An audience sync exists but the most recent run failed |
| Not configured (gray) | No audience sync exists for this audience-destination pair |
Coverage Percentage
For active syncs, the coverage percentage represents the fraction of the audience that was successfully sent to the destination in the most recent run:
Coverage % = (members successfully synced / total audience size) x 100A coverage below 100% typically means some records encountered errors during the sync (e.g., missing required fields, rejected by the destination API). A coverage of 100% means every audience member was successfully delivered.
Reading the Dashboard
Overview Statistics
At the top of the dashboard, summary statistics provide a high-level picture:
| Statistic | Description |
|---|---|
| Total Audiences | Number of audiences defined in the workspace |
| Activated Audiences | Number of audiences with at least one active sync |
| Unactivated Audiences | Audiences with no syncs configured |
| Destination Utilization | Percentage of destinations that have at least one audience synced to them |
| Average Coverage | Mean coverage percentage across all active audience-destination pairs |
Filtering the Matrix
For workspaces with many audiences and destinations, use filters to focus the view:
- By destination type — Show only CRM destinations, or only advertising platforms
- By audience status — Show only unactivated audiences to find gaps
- By coverage threshold — Highlight cells below a minimum coverage percentage
- By entity type — Filter to audiences for a specific entity type (e.g., User vs. Account)
Identifying Coverage Gaps
Audiences with No Activation
The most critical gap is an audience that exists but has no syncs configured. These audiences were built for a reason — they represent business-relevant segments — but no downstream tool is receiving the data.
To find unactivated audiences:
- Navigate to Insights > Activation Coverage
- Sort by the Syncs column (ascending)
- Audiences with zero syncs appear at the top
- For each unactivated audience, decide whether to:
- Create a sync to an appropriate destination
- Archive the audience if it’s no longer needed
Destinations with No Audiences
Similarly, a destination that’s connected but has no audiences synced to it represents unused infrastructure:
- Look at the column headers in the coverage matrix
- Columns that are entirely gray (no active syncs) indicate unused destinations
- Either assign audiences to activate or remove the destination if it’s no longer needed
Partial Coverage
An audience that’s activated to some destinations but not others may represent a deliberate choice or an oversight:
- Deliberate — An email audience doesn’t need to go to Google Ads. This is expected.
- Oversight — A retargeting audience is synced to Google Ads but not Facebook Ads. This may be a gap worth closing.
Review partial coverage in the context of your activation strategy to determine which gaps matter.
Coverage Best Practices
Organize by Activation Strategy
Group your audiences by their intended use to make coverage analysis more meaningful:
| Strategy | Audiences | Expected Destinations |
|---|---|---|
| Retargeting | Abandoned Cart, High Intent, Past Purchasers | Google Ads, Facebook Ads, TikTok Ads |
| CRM Enrichment | High-Value Accounts, Sales Qualified Leads | Salesforce, HubSpot |
| Email Marketing | Newsletter Subscribers, Churn Risk, New Users | Braze, Sendgrid, Mailchimp |
| Analytics | All Users, Active Users, Power Users | Amplitude, Mixpanel |
Set Coverage Targets
Define minimum coverage targets for your key audiences:
- Tier 1 audiences (revenue-critical) — 100% coverage across all intended destinations, with SLA monitoring
- Tier 2 audiences (operational) — Active syncs configured, reviewed monthly
- Tier 3 audiences (exploratory) — May not need activation; review quarterly for relevance
Monitor Coverage Over Time
Coverage can degrade as destinations encounter errors or syncs are paused. Check the Activation Coverage dashboard regularly (weekly for Tier 1 audiences) to catch degradation early.
API Endpoint
GET /api/v1/insights/activation-coverageReturns the audience-destination coverage matrix.
Query Parameters:
| Parameter | Type | Description |
|---|---|---|
audience_id | string | Filter to a specific audience (optional) |
destination_id | string | Filter to a specific destination (optional) |
status | string | Filter by coverage status: active, stale, error, not_configured (optional) |
Response Fields:
| Field | Type | Description |
|---|---|---|
matrix | array | Array of { audience_id, audience_name, destination_id, destination_name, status, coverage_pct, last_run_at } |
summary.total_audiences | integer | Total audience count |
summary.activated_audiences | integer | Audiences with at least one active sync |
summary.average_coverage | float | Mean coverage percentage |
summary.destination_utilization | float | Fraction of destinations with at least one sync |
Related Resources
- Audience Syncs — Configure syncs from audiences to destinations
- Destinations — Manage destination connections
- Audience Overlap — Understand shared membership between audiences
- Sync Health — Monitor sync execution health