Please Note: This feature is in Beta. As a result, you may notice some small improvements over the next few weeks.
The Demographic Breakdown dashboard is a powerful new part of the Flowcode 2 platform at the workspace level–a dashboard designed to provide deeper insights into who your campaigns are reaching. This new dashboard view, currently available for US data only, helps you understand your audience through two types of graphs: Individual-level graphs and Household-level graphs.
Types of Audience Graphs
Individual-Level Graphs: These graphs display insights related to individual characteristics. It's important to note that these graphs count all individuals within a household (who are of age), not just the individual who engaged with the Flowcode. In other words, if one person in a five-person household scans a code and submits their email, all five members are counted in the Age Group chart:
Age
Ethnicity
Gender
Highest Education
Home Ownership
Language
Occupation
Household-Level Graphs: These graphs provide insights at the household level, including:
Household Income
Presence of Children
How Audience Data is Collected and Connected
The insights presented in the the Demographic Breakdown dashboard are derived from various data points collected when an individual engages with a Flowcode.
On the Flowcode side, there are two primary methods through which we can collect data: the user's IP address or their email address.
This collected data is then matched with our trusted third-party data provider's extensive databases, which contain both Household IDs and Individual IDs. It's this two-step process of our collected data being matched with their IDs that makes these audience insights possible.
In this landscape, there are four potential scenarios that determine the availability of insights:
Household IP Match (No Email Address Collected): When an individual engages with a Flowcode, we may collect a household IP address, which can then be matched with a household ID from our third-party data provider, determining and displaying all the audience insights listed above for both "Individual" and "Household" graphs.
Household IP Match with Email Address: In this scenario, an individual engages with a Flowcode, and we are able to collect both a household IP address and an email address. Similar to the first scenario, the household IP address can be matched with a household ID from our third-party provider and the individual's email address can be used for future engagement.
Email Address Match (No Household IP Match): Sometimes, a user scans a code outside their home, and a household IP cannot be obtained. In this scenario, we only provide insights at the Individual level. This is possible if the user provides an email address, which allows us to match them to a unique individual ID from our third-party provider
No Household IP Match and No Email Address Collected: If an individual engages with a Flowcode, and we're unable to collect a household IP address or an email address, we will not be able to provide any audience insights for that specific engagement.
With the new Demographic Breakdown dashboard, brands get a deeper understanding of who's engaging with your content, making future campaigns even more targeted and data-driven. The next big feature we're adding is the ability to use these insights to build and segment custom audiences right in the platform, giving you a powerful new way to refine your strategy.
Important Considerations
US Data Only: The Demographic Breakdown dashboard currently only provides insights for data originating from the United States.
Data Accuracy: The accuracy of the insights depends on the quality and availability of data from our third-party providers.
Age Disclaimer: We do not include data on individuals under the age of 18
Privacy: All data collection and processing are conducted in compliance with applicable privacy regulations.
FAQs
Where does the data come from?
From Flowcode engagement (IP and/or email), matched to a trusted third-party data provider’s Household/Individual IDs. Importantly, no scanner data is ever shared with our third party data provider. All matching and processing happens entirely within Flowcode’s secure ecosystem—nothing leaves our system. This ensures both privacy and control while still unlocking powerful audience insights.
Is this individual tracking?
Insights are aggregated for your workspace dashboard; we exclude under-18 and comply with applicable privacy regulations.
What if someone scans away from home?
If we don’t have a household IP, an email match can still populate individual-level insights; otherwise that engagement won’t contribute.
Is it U.S.-only?
Yes, today it’s U.S. data only.
When a chart shows “Unknown”, what does that mean? “
Unknown” indicates we matched the engagement to a person/household ID, but the data graph couldn’t confidently provide a value for that specific attribute, so we leave it unassigned rather than guess.
How often is the data refreshed?
The data in the Demographic Breakdown dashboard is refreshed daily, so you’ll see new insights as more people engage with your Flowcodes.
What is the threshold for populating the Demographic Breakdown charts?
Charts begin to populate once we’ve identified at least 50 unique households through Flowcode engagement. This threshold ensures the data is meaningful and privacy-safe.