Overlap Analysis

Author: Kadence Leung

Last Update：2026/04/12

Introduction

Standard advertising reports treat every campaign as if it exists in a vacuum. The Overlap Analysis model breaks down these silos to show you exactly how your audiences interact across different ad types and campaigns.

By quantitatively calculating audience overlap, this model reveals the true "synergy" of your media mix. It allows you to examine whether your ads are uniquely reaching new people (uniqueness) or successfully teaming up to drive a single user to purchase (complementarity).

This model can help you answer questions like:

Are my various ad campaigns expanding my reach, or just competing for the exact same audience?
What is the true independent, standalone contribution of a specific ad type?
Which specific combinations of ads (e.g., DSP + Sponsored Products) create a "multiplier effect" and yield the highest ROAS?

When to Use This Report

This model is essential for media buyers and budget planners who need to maximize the efficiency of every dollar spent. You should leverage this model if your goals include:

Eliminating Wasted Spend: Identify if you are over-saturating the exact same users with multiple ads without actually increasing their likelihood to convert.
Proving Upper-Funnel Value: Demonstrate how upper-funnel awareness campaigns (like DSP or Sponsored Brands) positively impact the conversion rates of your lower-funnel search ads.
Optimizing the Media Mix: Determine exactly which ad combinations bring the highest conversion benefits, allowing you to confidently shift budget toward winning synergies.

How to Use It

The dashboard uses two primary visual tools to help you analyze your data:

The Venn Diagram (Collection Graph): Focuses on absolute volume. The size of the circles visually represents the audience scale, while the overlapping sections show exactly how many users were reached by multiple ads.
The Bar Chart: Focuses on calculated efficiency. It compares the performance (like ROAS or Cost Per Purchase) of independent ads versus the overlapping combinations to prove marginal contribution.

(Tip: Hover over any overlapping section in the Venn diagram to instantly highlight its specific performance metrics in the data cards and bar chart!)

Strategic Scenarios

Use the table below to set up specific queries based on your strategic goals:

Strategic Goal	How to Set Up	What to Look For	Strategic Action
Media Mix Synergy	Compare ad types (DSP vs. SP vs. SD).	Overlapping sections with a significantly higher ROAS than standalone ads.	Double down on campaigns that drive users through both channels—the "multiplier effect" is working.
Finding Campaign Cannibalization	Compare campaigns targeting similar audiences.	Massive overlap in the Venn diagram but very low combined ROAS.	You’re paying twice for the same person with no benefit. Consolidate these campaigns to save budget.
Evaluating Exclusive Reach	Use the "Exclude" filter to remove specific ad types.	The volume and sales driven only by the remaining ad type.	If an ad type drives high volume entirely on its own, it’s a powerhouse for expanding your market share.
New-to-Brand (NTB) Efficiency	Set the core metric to "NTB Users."	Which overlapping pairs drive the most first-time buyers.	Adjust your acquisition strategy to favor the specific multi-touch sequences that create new customers.

FAQ

Q: What counts as a "touchpoint" here?

A: This follows Amazon's standard rules:

DSP & SD ( view attributed): Triggered by an Impression (the shopper exposed by the ad).
SP, SB, and SD: Triggered by a Click (the shopper interacted with the ad).

Q: How many ad groups can I compare at the same time?

A: The Venn diagram shows 1 to 3 groups to keep it easy to read. However, in a Custom Model, you can define up to 5 different groups to analyze in the background.

Q: Can I mix different ad types into a single custom grouping?

A: No. Each group must contain only one ad type (e.g., all DSP campaigns or all SP campaigns). This keeps the "apples-to-apples" comparison accurate.

Q: What does the "Exclude" filter actually do?

A: It wipes out all data for that specific ad—including the people who saw it and your other ads. This is perfect for isolating an audience that saw one specific campaign and absolutely nothing else.

Q: Does this include organic (non-ad) sales?

A: Yes. If you have Amazon Purchase Data Insights (FSI) enabled, you can see how organic shopping behavior overlaps with your paid ads.

Glossary

Type	Term	Description
Dimension	Group	Overlap Ads collection.
Dimension	Ads Account	Advertiser of DSP or entity of Sponsored Ads.
Metrics	UV	Unique Viewer
	Group UV	Deduplicated number of grouped users.
	Total Cost	Total Cost of ads
	Total NTB Product Sales	Total New-to-Brand Product Sales
	Total NTB Purchase	Total New-to-Brand Purchase
	Total NTB Purchase UV	Deduplicated number of new-to-brand purchase users
	Total Product Sales	Total Product Sales
	Total Purchase	Total Purchase
	Total Purchase UV	Deduplicated number of purchase users
	Total ATV	Total Average Transaction Value (Total Product Sales/Total Purchase UV)
	Total CPP	Total Cost per Purchase (Total Cost/Total Purchase)
	Total CPP UV	Total Cost per Unique Viewer Purchase (Total Cost/Total Purchase UV)
	Total NTB CPP	Total Cost per New-to-Brand Purchase (Total Cost/Total NTB Purchase)
	Total NTB CPP UV	Total Cost per Unique Viewer New-to-Brand Purchase (Total Cost/Total NTB Purchase UV)
	Total NTB PR UV	Total Unique Viewer New-to-Brand Purchase Rate (Total NTB Purchase UV/Reach UV)
	Total NTB ROAS	Total New-to-Brand Return on Ad Spend (Total NTB Product Sales/Total Cost)
	Total PR UV	Total Unique Viewer Purchase Rate (Total Purchase UV/Reach UV)
	Total ROAS	Total Return on Ad Spend (Total Product Sales/Total Cost)

Video Tutorial

Time to Conversion

Geographic Analysis

Last modified: 2026-04-20Powered by

Outline