Audience overlap
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gives you information about audience overlap (of a set of advertising IDs) in applications of the same platform within the space. This report becomes available when you have at least two applications on the same platform within the space, but it is not available for web applications.
To match users during report building, we use a set of advertising IDs. For an advertising ID used in one project, we look for similar IDs in another project. To compare iOS applications we use IDFA, and for Android and Windows applications comparison we use advertising ID.
Some users do not have an advertising ID parameter in their user card. Such users are not taken into account for audiences comparison.
The report has two tabs:
The General report tab contains general information about the number of overlaps of active and paying audiences. In order to build a report you need to select the application platform, the overlap period, and select the applications that you want to compare.
The overlap period is the time period during which users were active in at least one of the compared projects. Then click the View result button to see the report results.
The Active users chart shows the overlap of active users in the selected projects (users who had at least one session in the selected period).
The Paying users chart shows the overlap of paying users (users who made at least one payment) in the selected projects.
The Advanced report tab allows you to compare users by custom parameters. To perform a comparison, you need to select the Main application and Donor applications. You also have to choose the criteria of overlapping.
You can overlap the audience by:
channels
countries
payments sum
number of payments
date of the first payment
date of the last payment
date of last activity
To add several overlaps with different criteria, add a new Counter by clicking the +Counter button. After specifying the settings necessary for comparison, click the View result button to see the results table.
You can change the display of audience overlap results from a table to a chart.
In Table view, click on the number to export audience identifiers in CSV or save it as a new segment.
Here are some examples on how you can use these comparison results.
Save on save cross-promotion costs by excluding users who already use the promoted application.
Or you can upload the IDs of the users who are not yet using your second application in order to promote it later on.
Create a user segment and study the behavior of the users later on.
For example, you can save a segment of users who make payments in Application A, but do not pay in Application B. Using the created segment, you can study user behavior in detail: what offers motivate users to buy in Application A? What goods do they buy there? What amount of money do they spend?
Perhaps the prices in Application A are lower than in Application B. Or in Application A you can buy goods to customize your game character, while in Application B there are no such goods.
After analyzing the paying audience of your application, you can develop hypotheses for A/B testing, as well as start sending push notifications with appealing offers to potential paying audience.
