Cross Tabulation

Cross tabulation combines two questions to reveal segment-level differences. Think "satisfaction by gender" or "brand recall by age bracket" — cross tabs are essential for comparative analysis.

Setting axes

From the Analytics tab, pick Cross tabulation to open the axis configuration screen.

Row axis (banner) — the attribute you want to compare (gender, age, region, ...)
Column axis (stub) — the question you want to summarize (satisfaction, purchase intent, ...)

The table updates instantly as you adjust axes.

Reading a cross tab

Example: gender × satisfaction

	Very satisfied	Satisfied	Neutral	Dissatisfied	Very dissatisfied	Total
Male	30 (24%)	50 (40%)	35 (28%)	8 (6%)	2 (2%)	125
Female	25 (20%)	60 (48%)	30 (24%)	8 (6%)	2 (2%)	125
Total	55	110	65	16	4	250

Row % vs column %

Cross tabs support two percent modes you can toggle between.

Row percent — each row totals to 100%; shows the distribution within the row
- e.g. satisfaction breakdown for males
Column percent — each column totals to 100%; shows the row breakdown within a column
- e.g. male/female share among "Very satisfied"

Pick the mode that matches the question you are answering.

Supported combinations

Row / Column	SA	MA	Matrix	Scale
SA	◎	◎	◯	◎
MA	◎	◯	-	◯
Scale	◎	◯	-	◯

Some combinations (e.g. MA × matrix) produce results that are hard to interpret and are not recommended.

Using URL parameters as axes

Values captured via the URL parameters feature can also be used as axes. Examples:

Satisfaction by traffic source (email / social / ads)
Purchase intent by campaign ID
External customer ID × behavioral data

Exporting results

Cross tab results can be exported as CSV or Excel. See Export for details.

Analysis tips

Focus on the size of the differences — meaningful gaps between segments are where insights live
Be careful with small cells — percentages from tiny n counts are unreliable
Combine multiple cross tabs to test hypotheses