Olivia reviews an audience measurement report for the DSP_Display_2024 campaign and notices that "IM - Lip Care" was NOT applied to the campaign but shows a 0.13% purchase rate with 64,958 reach. This segment is considered:

Amazon Marketing Cloud can surface audience segments that were not used in a campaign but still show observed performance signals. A segment with reach and purchase rate indicates measurable customer activity within the reporting output. When that segment was not applied, the insight can reveal an additional audience opportunity for future activation. The purchase rate gives a directional signal for prioritizing segment testing, while reach helps evaluate available scale.