🎭 Who's actually showing up
Personas
Personas groups the warehouse's real rows by landing page, event type, and form type. Use it to decide what to test on one channel. The system detects personas on each run from mu_master_analytics, the warehouse the live reports read. Generated October 02, 2026.
Limit: the warehouse holds no person-level personas.
events.van_id, contact_id, and contact_name are redacted in the production data, and contact_name reads "[REDACTED]". The redaction is a deliberate privacy guardrail. Every persona below is a group of real rows ranked by volume, and each describes behavior on one channel.9 behavioral personas, this run
Personas draw on the full history: 18,281 Google Analytics rows (2024-05-01 to 2026-09-01) and 11,067 event rows. Each persona groups rows by landing page, event type, or advocacy form type and ranks by volume. A group must clear a minimum size to count. Use the Details button on a card for the breakdown inside it.
Visitors to the homepage38,127
Lands on /. 41.5% of visits produced a key event.
38,127web landing
41.5%conversion rate
Details ›
38,127
web landing
41.5%
conversion rate
Top 3 within this persona
Site22,177
MU Site12,349
MUA Site3,601
Visitors to Join Project 3 58,870
Lands on /join-project-3-5. 34.0% of visits produced a key event.
8,870web landing
34.0%conversion rate
Details ›
8,870
web landing
34.0%
conversion rate
Top 2 within this persona
Site6,255
MU Site2,615
Visitors to Michiganders For Money Out of Politics Mmop🆕 New
Lands on /en/michiganders-for-money-out-of-politics-mmop. 36.1% of visits produced a key event.
8,417web landing
36.1%conversion rate
Details ›
8,417
web landing
36.1%
conversion rate
Top 2 within this persona
MU Site7,784
Site633
Zoom Meeting Attendees9,806
Signs up for Zoom Meeting events. 9,806 signups on record.
9,806event type
Details ›
9,806
event type
Top 5 within this persona
Keweenaw Against the Oligarchy Monthly Action Committee687
MMOP Orientation620
MVMT POL CMTE519
2026 Martin Luther King Jr Celebration at Michigan United490
Progress for the People Town Hall384
In-Person Meeting Attendees874
Signs up for In-Person Meeting events. 874 signups on record.
874event type
Details ›
874
event type
Top 3 within this persona
2025 Capital Day506
Michigan United Capitol Day 2026364
Team Loyalty Michigan United Present: A Life Skills Fishing Trip Casting Lines, Building Futures4
Ticketed Event Attendees🆕 New
Signs up for Ticketed Event events. 209 signups on record.
209event type
Details ›
209
event type
Top 2 within this persona
Movement Builders Training170
Next250 National Mobilization in Washington DC39
Advocacy Form Respondents416
Comes in through a Advocacy Form. 40.9% are new contacts.
416advocacy form
40.9%new contacts
Details ›
416
advocacy form
40.9%
new contacts
Top 5 within this persona
Senate Bill package No Masked Law Enforcement (ICE)227
DEFUND ICE NOW148
Hands OFF the Money Out Of Politics Initiative22
They just voted to gut Michigan’s future.14
Support the MIcare Act2
Signup Form Respondents368
Comes in through a Signup Form. 85.9% are new contacts.
368advocacy form
85.9%new contacts
Details ›
368
advocacy form
85.9%
new contacts
Top 5 within this persona
Become a Member of Michigan United165
Capitol Day 2026/Dia de Capitolio 2026152
Join our Election Protection Program20
Join Michigan United Action18
Capitol Day 2026/Dia de Capitolio 2026_No Image8
Ticketed Event Form Respondents187
Comes in through a Ticketed Event Form. 47.6% are new contacts.
187advocacy form
47.6%new contacts
Details ›
187
advocacy form
47.6%
new contacts
Top 2 within this persona
2026 Democracy Movement Builders Training147
Next25040
Retired: "The Core 185"
The Core 185 counted 185 repeat participants with 4 or more events each. It came from an earlier version of the data that still carried van_id. The compliant warehouse redacts van_id, and without a person-level key the question "did the same person come back" has no answer.
📋 Recent changes
This log records new personas, growth or shrinkage past 15%, and retirements on every run. Use it to see what moved since the last run. The log is append-only, so history stays in place.
⚪Visitors to mu in The News Immigrant Rights Groups Brace For Chaos — Dropped below the minimum size (was 7,366).2026-10-02
📈Signup Form Respondents — grew from 225 to 368 (+64%).2026-10-02
📈Zoom Meeting Attendees — grew from 7,994 to 9,806 (+23%).2026-10-02
⚪Volunteer Action Attendees — Dropped below the minimum size (was 156).2026-10-02
🆕Ticketed Event Attendees — First appeared with 209.2026-10-02
📈In-Person Meeting Attendees — grew from 510 to 874 (+71%).2026-10-02
🆕Visitors to Michiganders For Money Out of Politics Mmop — First appeared with 8,417.2026-10-02
🆕Visitors to Join Project 3 5 — First appeared with 8,867.2026-09-08
🆕Visitors to the homepage — First appeared with 36,595.2026-09-08
🆕Ticketed Event Form Respondents — First appeared with 187.2026-09-08
🆕Zoom Meeting Attendees — First appeared with 7,994.2026-09-08
🆕In-Person Meeting Attendees — First appeared with 510.2026-09-08
🆕Volunteer Action Attendees — First appeared with 156.2026-09-08
🆕Visitors to mu in The News Immigrant Rights Groups Brace For Chaos — First appeared with 7,366.2026-09-08
🆕Advocacy Form Respondents — First appeared with 404.2026-09-08
Data gaps
This table lists the signals personas need and the state of each in the warehouse. Use it to see which gaps block person-level personas.
| Signal | Table | State | Coverage |
|---|---|---|---|
| Person-level identity | events.van_id / contact_id / contact_name | Redacted | Null or "[REDACTED]" on all 11,067 rows. The redaction is a deliberate privacy guardrail. |
| Age / gender | meta_demographics | Absent | No age or gender table exists for organic audiences. The connected TV and paid-social tables hold age and gender breakdowns for the 2024 and 2025 campaigns. |
| Self-reported demographics | demographics_aggregate | Sparse | Aggregate counts of self-reported ethnicity, gender, race, language, and sexual orientation, captured since September 2026 for event participants, members, and contributors. Most people leave these fields blank, so the counts describe only the people who reported. |
| City / geography | ga_performance.city | Contaminated | Top cities include Lanzhou, China and Ashburn, VA, which reflect bot and datacenter traffic. Each city has 1 to 2 days of coverage. |
| Cross-channel identity | None exists | Missing | No shared ID links a donor, a social follower, and an event attendee. |
| Referral source | events.recruited_by | Unused | Null on all 11,067 rows. |
Next steps: van_id-based personas stay unavailable, because the redaction is intentional. Geography needs a filtered, continuously loaded Google Analytics geo export, and patching the current rows does not fix it.
recruited_by is the one open, non-identifying field left. Filling it at entry shows how people find the advocacy funnel.Source: BigQuery mu-analytics-bot.mu_master_analytics — ga_performance, events, advocacy_actions, persona_snapshots, persona_change_log. Regenerate:
personas_report.py.