Understanding Audience insights on zDirect
Learn how to access audience data, interpret the metrics available and review campaign performance by audience.
This article explains how to access the Audiences module on zDirect as well as your campaign reports by audience. You'll learn how to compare your brand's customer composition against peers and measure campaign success across specific audience segments.
How to access the Audiences module
Navigate to zDirect and hover over Marketing on the top navigation bar.
Select Audiences from the dropdown menu.
Select your brand from the dropdown menu in the top right-hand corner.
Once selected, your dashboard will populate with an overview of your audience segments and peer comparisons.
How to read the Audiences dashboard
At the top of the page, you can use dynamic filter controls to refine your view by Audience segments, Audience categories, Audience subcategories or Countries.
The primary visualisation section, Audience segments overview, displays interactive bar charts contrasting your brand’s customer composition against peer averages, equipped with quick toggles to filter for Above average or Below average segments.
Below the visual overview, the Understand your segments table provides granular reporting across four key columns:
Audience category, Subcategory and Segments: This categorises customers based on specific profiles and behavioural attributes.
Total addressable audience: This is the total size and potential reach of that specific audience segment across all active markets on Zalando.
Customer composition: This represents the exact percentage of your brand's customers from the last 12 months that belong to this segment.
Benchmark: This displays the peer customer composition average. It shows how your brand compares to direct competitors.
Good to know
You can export these insights for offline analysis using the Download report button located at the bottom left of the table.
How to view campaign reporting by audience
Please follow these steps to see how your campaigns perform across different audience segments:
Hover over Marketing on zDirect and click on Ad Manager.
Navigate to your campaign breakdown and select a campaign that started after 15 April 2026.
Click the By audience tab to view the performance breakdown.
Check the Status column. This indicates whether a segment was actively Targeted or organically Reached.
Click on Adjust columns to select/unselect the KPIs you want to see in this view.
Good to know
You can click the arrows at the top of the columns to rank your data by specific metrics, such as CTR.
Need support?
You can submit a request about this via the support form using the topic: zDirect and request type: Marketing.
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