Cookie Reach Overlap reports show overlap, which is how many unique users (measured as cookies, not individuals) saw or clicked on ads across a given pair of advertisers, campaigns, or sites. You can also use Cookie Reach Overlap reports to show exclusive reach, which shows how many unique users saw or clicked on ads only on one particular site or only belonging to one particular advertiser or campaign.Understand Cookie Reach Overlap reports
This section helps you understand Cookie Reach Overlap reports and use the data effectively.
How you can use overlap data
Let's say you're running a campaign on multiple sites that share a common theme, such as tech blogs. When these users see your ads on multiple sites, it’s called overlap. If your campaign goal is to build brand awareness, you might want to keep your message in front of those tech users across all those sites, day after day. But if you're more concerned with maximizing your audience reach, you might want to reduce the amount of overlap between sites. You can use a Cookie Reach Overlap report to break down your campaign by site and see how many users were unique to a single site. You can also see how much of your audience on each site overlaps with your audience on every other site in the campaign. With this information, you can make informed decisions on how best to maximize your media spend across multiple sites.
Overlap reach metrics
Overlap reach metrics enable you to compare data for two specific advertisers, campaigns, or sites and determine how many people interacted with your ads on both. An interaction may be either a click or an impression.
The following overlap reach metrics are included in your reports:
- Cookie Reach: Overlap click reach
- Cookie Reach: Overlap click reach %
- Cookie Reach: Overlap impression reach
- Cookie Reach: Overlap impression reach %
- Cookie Reach: Overlap total reach
- Cookie Reach: Overlap total reach %
If the impression reach for Site A is 200 users and overlap impression reach with Site B is 50, then Site A's overlap impression reach % with Site B is 25% (50 / 200).
Or as a formula, (Overlap Impression Reach / Impression Reach)*100 = Overlap Impression Reach Percent.
Total reach is the combined impression and click reach. A user could be counted in one or both categories of reach; all users together are counted as total reach.
Exclusive and duplicate reach
In addition to the overlap reach between two dimensions, Cookie Reach Overlap reports can also show exclusive reach and duplicate reach for an individual dimension.
Exclusive reach shows unique interactions with a given dimension:
Advertiser: Shows the number of unique users who saw or clicked on an ad from the given advertiser, and not from any other advertisers in your Campaign Manager account.
Campaign: Shows the number of unique users who saw or clicked on an ad from the given campaign, and did not interact with ads from any other campaign belonging to the same advertiser.
Site: For the advertiser or campaign you use for filtering, shows the number of unique users who saw or clicked on an ad only on the given site, and not on any other site reached by that advertiser or campaign.
Duplicate reach shows interactions with a given dimension that are not exclusive. It's calculated as:
Reach - Exclusive Reach
The difference between overlap reach and duplicate reach can be a bit tricky. Remember that overlap reach is always about two things -- advertisers, campaigns, or sites -- and the unique users who've interacted with ads from both. You can't calculate overlap reach for an individual advertiser, campaign, or site.
Duplicate reach is always about one advertiser, campaign, or site, and the number of unique users who have interacted with ads not just in that one context, but also somewhere else.
Pivoted and unpivoted reports
Pivoted and unpivoted reports are based on the same data, but the data is organized differently.
In an unpivoted report, each row combines two dimensions (advertisers, campaigns, or sites) and shows the overlap reach across them. Below is an example of a report showing the overlap reach for campaigns A, B, and C under advertiser Foo.
|Advertiser||Campaign||Other campaign||Overlap click reach||Overlap impression reach||Overlap total reach|
Pivoted reports list each dimension (advertiser, campaign, or site) in the first column. Subsequent columns show all of the other dimensions of the same type, and the data in each cell is the overlap between the two dimensions. For example, if you choose "Advertiser" as the dimension, there will be a row and a column for every advertiser in your Campaign Manager account. Similarly, if you choose "Campaign," then filter by an advertiser, every campaign under that advertiser will get its own row and its own column. Each cell shows the overlap reach or percentage of the dimension for that row and the dimension for that column. Below is an extremely simplified example showing only overlap total reach by advertiser and campaign.
|Advertiser||Campaign||A: Overlap Total Reach||B: Overlap Total Reach||C: Overlap Total Reach|
Notice that you can draw a diagonal line from the top left to the bottom right, and the numbers are the same on either side. That's because the numbers for each pair are displayed twice: once, for example, as row A and column C, and again as row C and column A. (When a dimension is paired with itself, the overlap is 0.)
Additional metrics in pivoted reports
Because pivoted reports give each dimension its own row, they can also show metrics specific to individual dimensions:
- Cookie Reach: Average impression frequency
- Cookie Reach: Click reach
- Cookie Reach: Duplicate click reach
- Cookie Reach: Duplicate click reach %
- Cookie Reach: Duplicate impression reach
- Cookie Reach: Duplicate impression reach %
- Cookie Reach: Duplicate total reach
- Cookie Reach: Duplicate total reach %
- Cookie Reach: Exclusive click reach
- Cookie Reach: Exclusive click reach %
- Cookie Reach: Exclusive impression reach
- Cookie Reach: Exclusive impression reach %
- Cookie Reach: Exclusive total reach
- Cookie Reach: Exclusive total reach %
- Cookie Reach: Impression reach
- Cookie Reach: Incremental click reach
- Cookie Reach: Incremental impression reach
- Cookie Reach: Incremental total reach
- Cookie Reach:Total reach
To create a Cookie Reach Overlap report in Report Builder:
Click the New Report button and select Cookie Reach Overlap.
To view and run Cookie Reach Overlap reports, you must have a user role that includes the permission "View cross-dimension reach report" and a user profile that allows all sites. The user profile may filter advertisers and campaigns, but may not filter sites If you don't see "Cookie Reach Overlap," check with your Campaign Manager account administrator to make sure you have the right permissions.
Select the type of Cookie Reach Overlap report you want to run (advertiser, campaign, site by advertiser, or site by campaign), and whether or not to pivot the report.
Advertiser: For each advertiser, compare overlap reach against all other advertisers in your Campaign Manager account.
Campaign: For each campaign belonging to a given advertiser, compare overlap reach against all of that advertiser's other campaigns.
Site (by Advertiser): Compare overlap reach among all sites used by a single advertiser.
Site (by Campaign): Compare overlap reach among all sites used within a single campaign.
Select data to filter on in your report. Filtering by advertiser is required for campaign and site reports. You can include more than one advertiser.Users with filters applied to their profiles won't be able to run Cookie Reach Overlap reports for the dimensions where filters have been applied. For example, if a user's profile has filters applied to block certain campaigns within an advertiser, the user won't be able to select "Campaign" as a dimension in a Cookie Reach Overlap report. Campaign information may still be displayed in the report; it simply cannot be selected as one of the primary dimensions of the report.
Choose whether to aggregate data across the entire date range, or by date (each day), week, or month.
(Optional) If you're running a pivoted report, select additional metrics to include. (All of the overlap reach metrics are included in your report by default.)
(Optional) Schedule your report to run at a certain time or share it with other users.
Click Run now or Save.