What the labels on audience data mean
Measured, Observed and Modelled say how an audience figure was produced.
1 min read · Updated 25 October 2026
The "Who is talking" part of a report keeps three kinds of figure apart, because blending them would make an estimate look like a count:
- Measured: counted by our code from the sources themselves, such as countries, languages and the mix of account types (individuals, creators, media, brands, bot-like accounts).
- Observed: read from the evidence by the analysis, such as which communities discuss you and how.
- Modelled: drawn from published platform research about who uses each platform, marked with "≈".
Account types are never demographics: PollyX does not infer anyone's gender, ethnicity, religion, politics or health, and no label is stored against any individual account.
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