Crosstabs let you dig deeper into your data by comparing variables across rows and columns; this makes it a great tool for analysing audience overlap. Here’s how to create and refine your crosstab for deeper insights.
Only users with a Pro plan have access to our Crosstabs feature. Check our Plans article for more details about our plans and how to check your current plan.
How to create a crosstab
You can access crosstabs from the sidebar menu on the left-hand side of your screen. To create a new crosstab, click on the pink button on the top right. You can then start adding attributes and audiences to your crosstab:
Click Add an attribute / audience.
Use the Attributes tab to browse data points from your selected data set.
After you’ve selected your attributes, you can combine attributes on the right side of your screen using:
SPLIT: Separate each attribute into individual rows/columns.
AND: Show overlap of all selected attributes.
OR: Include any selected attribute.
Add as rows or columns.
To add an audience, switch to the Audiences tab and follow the same steps.
How to choose your filters
Waves
A wave is the quarter we collect our data in. By default, the last 4 waves are selected. To update this: Click Waves > use the year checkboxes or dropdowns > Apply
Locations
You can select global regions or specific markets. By default, all applicable locations are selected. To update this: Click Locations > Deselect all > pick regions or countries > Apply
How to set your base audience
By default, the base audience is the total universe represented by the data set you're using. E.g. for GWI Core, the base audience is by default: "All Internet Users - age 16-64" (or 16+ in some markets).
You can add another base by clicking on Add new base > pick your new audience either from the attributes or audiences tab > Apply
Find out more about when to rebase here.
Understand crosstab metrics
Each cell in your crosstab shows how two variables intersect. Here’s what each metric means:
Universe: The number of real-world internet users matching both the row and column
Responses: The number of respondents matching both row and column
Column %: Percentage of the column group also in the row group
Tip: If your audience is applied as the column you can think of this as your audience %.
Row %: Percentage of the row group also in the column group
Index: How much more or less likely the row group is to be in the column group compared to the overall base
To view a row or column's logic, click on the three dots and select View/rename. This opens up the definition of your cell and allows you to rename your attribute/audience.
How to read your crosstab
Column%: 36.5% of GenZ are interested in Books / literature
Row%: 30.9% of people interested in Books / literature are GenZ
Index: GenZ is 1.8% more likely to be interested in Books / literature than the average internet user.
View this help center article if you would like to understand how percentages are calculated.
How to search, change view and sort your crosstab
Use the Search bar to search for attributes or audiences applied to your crosstab. Use Sort by to arrange rows or columns alphabetically. Use View Options to customize display settings:
Heatmap
Minimum sample size
Swap rows & columns
Freeze column/rows
How to save, share and export
Save and export
Save your crosstab to revisit or duplicate it using Save.
Export your crosstab in Excel format.
Share
Share with other people in your organization via email or everyone in your organization.
Add notes using the Message feature.
Recipients must have data access to view shared crosstab.