Clarification on Identifying UV Overlap Between Programmatic and Social Channels

[user87585]

Hi, I'm new to Adobe Analytics and have a question regarding tracking user overlaps. I'm trying to understand if it's possible to identify the unique visitor (UV) overlap between programmatic channels (such as Amazon, DV360) and social channels (like Facebook, Pinterest, LinkedIn, etc.). From what I have learned, due to data privacy regulations, these platforms do not share user data with each other. Therefore, it seems that even if the same individual interacts with our advertisements across different platforms, we cannot capture this overlap in the data. Can anyone confirm if this understanding is correct, or if there are any workarounds or methods to measure such overlaps within Adobe Analytics? Thank you!

[MandyGeorge · Accepted solution]

Hi @user87585,

I'm assuming that you're referring to the channels used to get to your website. If both the programmatic channels and the social channels are leading customers to the same website, you can track the overlap. Adobe assigns a unique visitor ID to everyone on your website, based on their cookies (so if they change browser/device or clear their cookies, they will show up as a new visitor). This means that using the unique visitor you can make a segment where a visitor has visits from programmatic and social channels.

To build this, go into the segment builder and make a visitor level segment. Then you want to put in your dimension capturing the programmatic channels and your dimension capturing the social channels (this could be your marketing channel dimension, you just need to pick the right values). Make sure the operator in between them says "and". Essentially it would look something like this:

What this will return is all of the information (all of the hits and visits) for any visitor that has seen both programmatic and social channels in your time period.

[user87585]

Thank you!!