Trait-to-Trait Overlap Report

Returns data on the number of unique users shared among all your first and third-party traits.


The Overlap reports in Audience Manager adhere to RBAC principles. You can only see traits from data sources that you have access to based on the RBAC User Group that you belong to.


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.


The Trait-to-Trait Overlap report returns an empty field when it compares the same trait to itself.

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.

Metric Description
Overlap % Shows the % of unique overlap between compared traits (overlap uniques/trait uniques).
Data Source Type 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).
Overlapping Trait ID Unique numeric ID for the overlapping trait.
Overlapping Trait Name Name of the overlapping trait.
Trait ID 2 Unique numeric ID for the trait in your base data source.
Trait Name 2 Name of the trait in your base data source.
Overlap Uniques

To get the overlap %, Audience Manager uses the following formula:

Overlapping Uniques / (Base trait Uniques + Overlapping trait Uniques – Overlapping Uniques)

Overlapping Trait Uniques The number of unique visitors from the overlapping trait.
Base Trait Uniques The number of unique visitors from the base trait.

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