Glossary/Audience data/Audience analytics
What is audience analytics for publishers?
What audience analytics covers, how it differs from web analytics, and what publishers should track.
Written by Samhub with the help of AI·Updated 13 Oct 2026·3 min readAudience analytics is measuring who your readers are and how they behave over time, per reader and per group, rather than only counting traffic.
Web analytics vs audience analytics
| Web analytics | Audience analytics | |
|---|---|---|
| Unit | Visits and page views | Readers and segments |
| Answers | How much traffic? | Who are the readers? |
| Use | Content and site performance | Sales, subscriptions, audiences |
What to track
Addressability
Share of readers you recognize.
Segments
Size and growth of each audience.
Engagement
Frequency and depth per reader.
Value
Revenue per reader from ads and subscriptions.
16 pages for publishers, with a checklist for data, programmatic and direct sales.
One source of truth
When analytics, audiences and subscriptions live in different tools, numbers disagree. One data layer gives every team the same picture.
Addressability at Stampen Media after moving its reader data into one layer with Samhub.
Frequently asked questions
It covers parts of it, but it is mainly web analytics.
Per-reader analytics usually does in Europe.
Sales, editorial and subscription teams.
Analytics is the measuring; insights are what you learn.
Related terms
What you learn about who your readers are.
The share of your audience you can recognize and target.
Grouping readers so advertisers can reach them.
How many different people visited in a period.
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