Audience: Dashboard

Where do I find the Audience Dashboard?

Open Audience from the main navigation and select the Dashboard tab. Dashboard is one of the three Audience tabs, alongside Segments and Contacts, and all three read the same contact base. If you are new to the area, start with the Audience overview, which explains how the three tabs fit together.

What do the two headline numbers tell me?

Above the four analysis modules the Dashboard shows two counters:

• Total contacts — every contact in your account.
• Unsubscribed contacts — contacts who have withdrawn their permission and should no longer receive marketing messages.

Each counter carries a comparison with the previous week, so you see growth and attrition next to each other instead of one without the other. A base that grows and loses permission at the same rate is standing still. What counts as unsubscribed depends on the contact's opt-in level, which is explained in how subscribing and unsubscribing works.

What does Engagement activity show?

Engagement activity is a donut chart of when your contacts last interacted with you on WhatsApp — opening a message or replying to one. It splits the base into five buckets:

• Last 30 days
• Last 60 days
• Last 90 days
• Longer than 90 days
• Never

Read this as a reachability check rather than a performance score. A base that sits mostly in Longer than 90 days and Never is large on paper and small in practice, and that gap is usually the reason a send underperforms.

How does the RFM analysis classify my contacts?

RFM stands for recency, frequency and monetary value. Keaz reads each contact's purchase behaviour and classifies them automatically by those three aspects — how recently, how often and how much they buy — so you never tag anyone by hand. The Dashboard charts how your base is distributed across the resulting groups, which tells you at a glance whether your value sits with a few strong customers or is spread thin across occasional buyers.

What the groups are called, how the scoring behind them works and what each one is worth doing about is a strategy question. Our guide to RFM segmentation for Shopify stores has the full breakdown, including which message each group warrants and where the badge appears on the contact list.

What are Predicted spend tiers?

Predicted spend tiers sort contacts by expected value rather than by what they have already spent. Keaz places each contact in Low, Medium, High or Unknown. Where the RFM group describes how someone has behaved, the spend tier is what Keaz expects next — which is what you want when you are deciding who genuinely needs a discount and who would have bought anyway.

Of the four modules, RFM analysis and Predicted spend tiers are the two that do classification work for you. The other two — Engagement activity and the Engagement funnel — report activity rather than classify it.

What does the Engagement funnel measure?

The Engagement funnel covers the last 30 days and has three stages:

1. Received message
2. Read message
3. Clicked button

It is drawn as a descending area chart, so the drop-off between two stages is visible immediately. A steep fall from Received to Read usually points at timing or at the opening line. A fall from Read to Clicked points at the offer or at the button itself.

How do I act on what the Dashboard shows?

The Dashboard reads the whole contact base and does not send anything itself — you act on it in the other two tabs. RFM group and Predicted spend tier are both available as conditions in the Segment Builder, so a group you spot here can become a saved audience without leaving Audience. The Segments Dashboard then shows what that segment is worth and how heavily it is already being messaged, and Contacts holds the individual records behind every number on this screen.