Reading the Audience Overlap Report Before You Split a Campaign

Reading the Audience Overlap Report Before You Split a Campaign

By the end, you will be able to decide whether to split campaign budgets without paying twice for the same users.

1. Open Audience Overlap and check the timestamp of the last computation. The report is recomputed nightly, so a campaign launched today is absent until tomorrow; wait until the next computation before treating the missing campaign as evidence of no overlap.
2. Check whether the audiences changed within the last 14 days of delivery. A more recently changed audience is compared with its older self, so delay your split decision until the comparison reflects the current audience.
3. Read the overlap as a share of the smaller audience, not as a share of both audiences combined. If the report shows 90 percent for audiences of very different sizes, compare their absolute user counts before splitting budget, because they may share relatively few users.
4. Treat an empty overlap cell differently from a zero. Audiences below 1000 users are not compared at all, so grow the audience past the minimum before using its overlap to decide how to allocate budget.
5. Match audiences between reports using Audience ID, even if an audience was renamed. Because the Audience ID remains stable, use the matching row to make your budget-splitting decision.