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. |
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 |
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Total NTB Purchase UV | Deduplicated number of new-to-brand purchase users |
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Total Product Sales | Total Product Sales |
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Total Purchase | Total Purchase |
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Total Purchase UV | Deduplicated number of purchase users |
|
Total ATV | Total Average Transaction Value (Total Product Sales/Total Purchase UV) |
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Total CPP | Total Cost per Purchase (Total Cost/Total Purchase) |
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Total CPP UV | Total Cost per Unique Viewer Purchase (Total Cost/Total Purchase UV) |
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Total NTB CPP | Total Cost per New-to-Brand Purchase (Total Cost/Total NTB Purchase) |
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Total NTB CPP UV | Total Cost per Unique Viewer New-to-Brand Purchase (Total Cost/Total NTB Purchase UV) |
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Total NTB PR UV | Total Unique Viewer New-to-Brand Purchase Rate (Total NTB Purchase UV/Reach UV) |
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Total NTB ROAS | Total New-to-Brand Return on Ad Spend (Total NTB Product Sales/Total Cost) |
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Total PR UV | Total Unique Viewer Purchase Rate (Total Purchase UV/Reach UV) |
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Total ROAS | Total Return on Ad Spend (Total Product Sales/Total Cost) |
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