Audience Composition report

Use the Audience Composition report to predict which third-party audience segments may perform well for you, based on the overlap between your existing audience (people in your first-party audience lists) and audience lists from third-party data providers.

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How to use the data in the report

Once you've found promising third-party audience lists, exclude your first-party audience lists from your line items to promote your product to new people with similar interests to your existing audience.

Remember to regularly monitor the performance of any behavioral targeting to ensure the third-party segments are meeting your goals.

What can I measure?

You can measure the following metrics in an Audience Composition report:

  • Potential Impressions: The number of impressions associated with users that appear in both an individual first-party audience list and an individual third-party audience list.
  • Uniques: The number of unique cookies, that have impressions, belonging to users that appear in both an individual first-party audience list and an individual third-party audience list.
  • Match Ratio: The match ratio describes the similarity between the users on a first-party audience list to the users on a third-party audience list. Numbers greater than 1 are a positive correlation, where higher numbers indicate a greater similarity. Match ratios under 1 correspond to a negative correlation, and generally imply a list isn't good to target.

Dimensions in the Audience Composition report

  • First-Party Audience List: An individual first-party user list.
  • Third-Party Audience List & Interest: An individual user list from a third-party data provider.

You must filter by at least one first-party audience list when creating an Audience Composition report. For instance, suppose that you have a first-party audience list of everyone who's signed up for your frequent shopper program. If you want to get a list of all third-party audience lists that partially overlap with your "frequent shoppper" audience user list, filter your First-Party Audience Lists by your "frequent shopper" audience pixel, then run your report.

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