---
title: "Audience"
description: "Which channel people came from, what they used, what language they speak."
slug: "en/customs/insights/audience"
url: "https://docs.custom.one/en/customs/insights/audience/"
capability: "analytics"
published_at: "2026-08-26T06:35:40.301Z"
---
**Audience** answers "who came through, and how did they find me?". A strip of
figures across the top, three breakdowns underneath.

## The strip

**Leads captured** with its change against the previous period, then the leader
in each of the three breakdowns below — the top channel, the top language, the
top device — each with the share of your audience it accounts for.

## Where people came from

**Traffic sources** counts your leads by the channel tag on the link they
arrived through.

You get those tags from **source links** — the share popover offers ready-made
ones for email, Instagram, Facebook and X, or you can invent your own. Share a
different link in each place and this chart tells you which one is worth
repeating.

Anyone who arrives on the plain link, with no tag, is counted as **Direct**. If
you have never used a source link, that will be everyone. Links carrying
`utm_source` from an ad platform are picked up here too, without any setup.

## Devices and language

**Devices** splits your audience by what they were using — phone, desktop,
tablet. Worth a look before you spend a long time on how something is laid out:
if nine in ten are on a phone, that is the layout that matters.

**Language** is the language their browser is set to, not one they chose. It is
the quickest way to find out you have an audience you were not writing for.

Each of the three lists shows the top few and no more, largest first. On a custom
with a wide spread, the tail is not missing — it is just not big enough to be
useful.

:::note
These are your leads — the people who came through this custom. They are not
Custom One users and have no account here.
:::