Since these three categories of visitors are subsets of each other, there are queries on how the numbers add up to 100%. What we mean by subsets is:

**Engaged **visitors are always also informed AND aware.**Informed **visitors are always also aware, but NOT engaged.**Aware **visitors are always just aware and NOT informed or engaged.

Take an example number from a summary report, as below, start by using your 'Aware' visitors who make the 100% base for your calculations.

**Engaged **visitors are 8 of 381 which is 2.1%.**Informed **visitors are calculated from the 169 of 381 but subtracting the 2.1 % which are also engaged. i.e. 169 of 381 is 44.6% (but 2.1% of those are **also **engaged) Therefore, 44.6% - 2.1% = 42.5% are **only **informed and **not **engaged.**Aware **visitors are the remaining from 100, i.e. 100 - 42.5 - 2.1 = 55.4%.

Hence you could conclude that 55.4% of all visitors were **just aware**, 42.5% of visitors were **informed, but NOT engaged **and 2.1% of visitors were **engaged**.