Trait-to-Trait Overlap Report
Returns data on the number of unique users shared among all your first and third-party traits.
Overview
The Trait-to-Trait Overlap report returns data on the % of unique users shared between all your own traits and your third-party traits. As an optimization tool, this report helps you:
- Create segments with high or low overlap, depending on your needs. Traits with high overlap give you a targeted audience, but fewer unique visitors. Traits with low overlap can be useful to reach a larger, unique visitor set.
- Validate third-party trait data: Strong overlap between similar first and third-party traits suggests that the trait from your data partner is accurate and trustworthy. Conversely, low overlap can indicate that a third-party trait may not actually contain the same information as your own, similar first-party trait.
- Find unexpected overlap between traits and use that information to build innovative segments.
Sample Report
The following illustration provides a high-level overview of elements in the Trait-to-Trait Overlap report.
Drill Down on Individual Data Points
Select an individual point to view data details in a pop up window. Your click actions automatically update data displayed in the report.
Trait-to-Trait Overlap Data Pop Fields Defined
Describes the metrics displayed in the popup window when you click an individual data point.
The popup for the Trait-to-Trait Overlap report contains the metrics below. Note that the uniques metric in the table represents your real-time users.
Defines the type of data source a trait belongs to. Can be either:
- First-party (your own trait).
- Third-party (from an outside data partner/vendor).
To get the overlap %, Audience Manager uses the following formula:
Overlapping Uniques / (Base trait Uniques + Overlapping trait Uniques – Overlapping Uniques)