An Audience Insights Tool That Turns Findings Into Audiences
Orphex is an audience insights tool built on your own results. It shows which segments convert across Meta, Google and TikTok, then, through the Orphex MCP, builds the next audience as a preview you confirm: lookalikes, custom audiences, exclusions or Shopify segments.
| Segment | Spend share | ROAS |
|---|---|---|
| Women 25–34 | 31% | 4.2 |
| Women 35–44 | 22% | 3.6 |
| Men 25–34 | 18% | 2.1 |
| Men 18–24 | 9% | 1.2 |
Three Kinds of Audience Insights Tools
Search results for this term mix three different jobs. Knowing which one you need saves a lot of trials.
| Kind | Examples | Typical question |
|---|---|---|
| Research tools | SparkToro, Audiense, Delve AI | Who is my market, and what are they interested in? |
| Platform tools | Meta and Google’s own audience reports, GA4 | Who sees or visits me on this one platform? |
| Performance tools such as Orphex | Orphex | Which of my audiences convert across channels, and what should I build next? |
Sources: Google results for “audience insights tool” reviewed on 1 October 2026; Orphex capability catalog. As of October 2026.
Insights From Your Own Conversions
An audience insights tool shows who your audience is and how they behave. Research tools describe interests and personas from outside data. Orphex works from your own ad, analytics and store data: it compares segments on conversions, cost, CPA and ROAS across channels, then, through the Orphex MCP, helps you build or exclude the audience that result points to.
- CoveredSegment results across channels
Age, gender, city, device and device brand, compared on conversions and cost.
- CoveredInstagram audience demographics
Your business account’s audience by age, gender, city or country.
- CoveredBuilding audiences on Meta, Google and TikTok
Lookalikes, rule-based and custom audiences, each a preview you confirm.
- CoveredShopify segments as ad audiences
A count-only preview first, then a sync you confirm.
- Not coveredThird-party interests and personas
Use a research tool for market research. Orphex sticks to your own data.
- Not coveredCreative results by age or gender
Creative AI groups results by channel, objective and campaign type.
Who Converts, by Segment and Channel
Each platform reports its own segments in its own interface, mostly by reach. Orphex puts conversions, cost, CPA and ROAS per segment from your channels side by side, so the same age group can be compared on Meta, Google and TikTok.
Segment detail depends on what each platform shares, and platforms may withhold very small segments. Instagram audience demographics add organic context: who follows your business account, by age, gender, city or country.
For example: women 25 to 34 return a ROAS of 4.2 on Meta while men 18 to 24 sit at 1.2. That gap is both a budget question and an exclusion question.
| Channel | Purchases | Cost per purchase | vs target $30 |
|---|---|---|---|
| Google Ads | 2,310 | $24.10 | |
| Meta | 2,860 | $29.40 | |
| TikTok | 650 | $33.70 |
Audiences Orphex Can Build
Meta and TikTok lookalikes
From a seed audience you pick, proposed in the Orphex MCP with the settings each platform takes.
Event-based audiences on Meta and TikTok
People who took an action you name, such as a purchase or an add to cart.
Google custom audiences
Defined by what people searched for or which kinds of sites they visited.
Google demographic targeting and exclusions
Stop a campaign or ad group from serving to an age range, gender, income range or parental status.
GA4 audiences
Created on your GA4 property, with who joins and how long they stay.
Shopify customer segments
Sent to Meta, TikTok, Google, Snapchat, Pinterest, Criteo or OpenAI Ads after a count-only preview. The rule and customer identifiers stay private.
From a Finding to a Live Audience
Find the segment
Sort segments by the metric you care about and pick the one that stands out, high or low.
Choose what to build
A lookalike of your best buyers, an event-based audience, a Google custom audience, an exclusion or a synced Shopify segment.
Review the preview
See exactly what will be created. Where approval matters, the workspace can require a second approver, so the requester’s own confirmation doesn’t count.
Confirm and watch
The audience is created in the ad platform and recorded in the change history next to edits made in Ads Manager or Google Ads.
What Creative AI Can and Can’t Tell You About Audiences
Creative AI labels your images and videos and shows which creative attributes made a metric better or worse, measured within a channel, objective and campaign type.
It does not split creative results by age or gender. To compare creatives for one group, give that group its own ad set and compare the ads inside it. Labelling uses AI credits, and the cost is shown before it runs.
Watch the Segment After You Change It
Custom alerts check yesterday’s data for the metrics and breakdowns you choose and, when a threshold was crossed, notify Slack, Microsoft Teams, WhatsApp or email the next morning. Before saving, Orphex can count how many breakdowns the alert would have caught on the latest complete day.
Anomaly detection flags a day once its data is complete, about two days later, so a campaign that falls out of its usual range after an exclusion or a new audience gets flagged without anyone watching the dashboard.
Alert “Meta CPA above $45” triggered on yesterday’s data.
Frequently Asked Questions
What is an audience insights tool?
A tool that shows who your audience is and how they behave. Research tools describe interests and personas; Orphex shows how your own audiences perform in your ads and helps you build the next one.
Does Orphex show interests or personas from third-party data?
No. It works from your own ad, analytics and store data.
Can Orphex create audiences on Meta, Google or TikTok?
Yes, as previews you confirm: lookalike and event-based audiences, Google custom audiences, demographic exclusions, GA4 audiences and synced Shopify segments. In the MCP, changes run on the Free and Action plans once a workspace admin switches on assistant changes.
Is customer data safe when I sync Shopify segments?
The preview returns counts only. The segment rule and customer identifiers stay private, and each sync needs its own approval.
Can Orphex show Instagram audience demographics?
Yes. For the Instagram business account linked to your page, it breaks the audience down by age, gender, city or country.
Is Orphex GDPR and KVKK compliant?
Yes. Orphex complies with GDPR and KVKK and holds ISO 27001 certification.
Build Your Next Audience From What Already Converts
Ask your assistant which segments converted best last month on the free MCP plan, or book a demo to see audience performance across channels in the web app.
