Understanding Stage 1 of the Audience Journey: Awareness
Understanding Stage 1 of the Audience Journey: Awareness
Awareness is the first stage of your booklet's journey. It measures how many people discovered and opened your content. Before anyone can read your booklet, they first need to find it — through a link you shared, a campaign you ran, or a search that brought them to you.
Success at this stage = people finding and opening your content.
Total Opens
Every time someone clicks to open your booklet, it counts here. One person opening it three times counts as 3 opens. Total Opens tells you how much activity your booklet is generating overall — a good indicator of how widely and how often your content is being accessed.
Unique Visitors
Each individual person who viewed your booklet, counted once regardless of how many times they opened it. Unique Visitors tells you the real size of your audience — how many distinct people your content actually reached.
What to Look For
A high Total Opens count with a low Unique Visitors count means the same people are coming back repeatedly — a sign that your content is sticky and valuable to a core audience.
A high Unique Visitors count means your booklet is reaching a wide audience. Pair this with Attention metrics to see whether that broad reach is translating into real engagement.
Low numbers at the Awareness stage usually mean it's time to share your booklet more actively — through email, social media, or embedding it where your audience already is.
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Updated on: 22/06/2026
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