Audience Overlap Analyzer
SKILL.md
HOW_TO_USE.md
sample_input.json
expected_output.json
skillsaudienceSKILL.md
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# Audience Overlap Analyzer
Stop bidding against yourself. Find the hidden overlap killing your efficiency.
## Core Philosophy
**Overlap is the silent budget killer.** You could be paying twice to reach the same person, once in Campaign A, again in Campaign B.
**The Overlap Paradox:** More audiences feels like more coverage. But overlapping audiences mean you're competing against yourself in the auction.
**The Three Laws of Audience Efficiency:**
1. **Overlap raises CPMs:** When you bid against yourself, everyone loses (except Google/Meta)
2. **Frequency compounds:** Overlap + retargeting = ad fatigue at warp speed
3. **Attribution gets messy:** Who gets credit when the same user sees 3 campaigns?
---
## Required Context
### Must Have
**1. Audience Definitions**
For each audience/ad set:
- Name
- Targeting criteria (interests, behaviors, lookalikes, custom, etc.)
- Estimated size
- Platform
**2. Performance Data**
- Spend per audience
- Conversions per audience
- CPM per audience
- Frequency per audience
### Strongly Recommended
**3. Overlap Data (if available)**
- Meta: Audience Overlap tool results
- Google: audience segment sizes from Audience manager
- Manual analysis of targeting criteria
**4. Campaign Structure**
- Which campaigns use which audiences
- Budget allocation across campaigns
- Audience exclusions currently in place
### Nice to Have
- Historical CPM trends
- Conversion path data (multi-touch)
- Audience refresh dates
- Cross-platform audience usage
---
## Overlap Detection Framework
### Type 1: Direct Overlap
**Definition:** Same users appear in multiple audiences
**Common Causes:**
| Overlap Pattern | Example | Detection |
|-----------------|---------|-----------|
| Lookalike overlap | 1% LAL and 2% LAL | First 1% is contained in 2% |
| Interest overlap | "Marketing" and "Digital Marketing" | Nested interests |
| Behavior overlap | "Engaged Shoppers" + "Purchase Intent" | Similar signals |
| Retargeting overlap | "Cart Abandoners" + "All Visitors" | Subset relationship |
**Severity Calculation:**
```
Overlap Impact = (Overlap %) × (Higher CPM - Lower CPM) × Impressions
```
---
### Type 2: Auction Collision
**Definition:** Audiences competing in same auctions even if not identical
**Signs of Auction Collision:**
- Rising CPMs across multiple campaigns simultaneously
- Similar delivery times across audiences
- Auction insights showing self-competition
**Detection Method:**
1. Check if audiences target same demographics
2. Check if audiences target same placements
3. Check if campaigns run same schedules
4. Review auction insights for same-advertiser competition
---
### Type 3: Cross-Campaign Cannibalization
**Definition:** Multiple campaigns reaching same users with different messages
**Impact Assessment:**
| Scenario | Impact | Priority |
|----------|--------|----------|
| Brand + Non-brand overlap | Low (intentional funnel) | Monitor |
| Prospecting + Prospecting overlap | High (wasted spend) | Fix |
| Prospecting + Retargeting overlap | Medium (frequency issue) | Exclude |
| Retargeting + Retargeting overlap | High (fatigue + waste) | Consolidate |
---
## Overlap Severity Scoring
### Calculate Overlap Score (0-100)
```
Overlap Score = (Size Factor × 0.3) +
(CPM Impact × 0.3) +
(Frequency Factor × 0.2) +
(Budget Factor × 0.2)
```
**Size Factor (0-100):**
- <10% overlap: 10
- 10-25% overlap: 30
- 25-50% overlap: 60
- 50-75% overlap: 80
- >75% overlap: 100
**CPM Impact (0-100):**
- CPMs normal: 0
- CPMs 10-20% elevated: 30
- CPMs 20-40% elevated: 60
- CPMs >40% elevated: 100
**Frequency Factor (0-100):**
- Combined frequency <3: 0
- Combined frequency 3-5: 30
- Combined frequency 5-8: 60
- Combined frequency >8: 100
**Budget Factor (0-100):**
Based on combined budget of overlapping audiences as % of total
**Severity Interpretation:**
| Score | Severity | Action |
|-------|----------|--------|
| 0-25 | Low | Monitor quarterly |
| 26-50 | Moderate | Implement exclusions |
| 51-75 | High | Restructure audiences |
| 76-100 | Critical | Immediate consolidation |
---
## Platform-Specific Analysis
### Meta Ads Overlap
**Using Audience Overlap Tool:**
1. Go to Audiences → Select multiple audiences → Compare
2. Tool shows % overlap between any two audiences
**Common Meta Overlap Issues:**
| Pattern | Overlap Risk | Solution |
|---------|--------------|----------|
| 1% LAL + 2% LAL | 100% (1% inside 2%) | Use only 1%, or exclude 1% from 2% |
| Interest + Broad | High | Broad absorbs interest, run separately |
| Multiple interests | Medium-High | Consolidate or use Advantage+ |
| Custom audiences + LAL | Varies | Check actual overlap % |
**Meta-Specific Recommendations:**
- Use Advantage+ Audience to let algorithm manage overlap
- Consolidate ad sets to reduce internal competition
- Set up exclusion lists systematically
---
### Google Ads Overlap
**Audience manager:**
1. Open Audience manager in Google Ads
2. Compare segment sizes, sources and membership durations for the segments each campaign uses
**Common Google Overlap Issues:**
| Pattern | Overlap Risk | Solution |
|---------|--------------|----------|
| Affinity + In-Market | High | Similar users, different intent labels |
| Custom Intent audiences | Medium | Keyword overlap common |
| Remarketing lists | Variable | Check date ranges for overlap |
| Optimized targeting | High with your own seed segments | Review optimized targeting settings |
**Google-Specific Recommendations:**
- Use audience exclusions at campaign level
- Review Observation vs. Targeting mode
- Consolidate custom intent audiences with similar keywords
---
### Cross-Platform Overlap
**Same Users, Different Platforms:**
- Customer email lists uploaded to multiple platforms
- Website visitors pixeled everywhere
- Same demographics targeted across platforms
**Cross-Platform Considerations:**
| Situation | Impact | Action |
|-----------|--------|--------|
| Same CRM list everywhere | High frequency | Coordinate messaging |
| Retargeting on all platforms | Fatigue | Choose primary retargeting platform |
| Same demos everywhere | Auction neutral | Focus on platform strengths |
---
## Output Format
### Audience Overlap Analysis
```
═══════════════════════════════════════════════════════════════
AUDIENCE OVERLAP ANALYSIS
Platform(s): [Platform(s)]
Audiences Analyzed: [X]
Critical Overlaps Found: [X]
Estimated Wasted Spend: $[X]/month
═══════════════════════════════════════════════════════════════
```
---
### Overlap Summary Dashboard
**Overall Overlap Health: [HEALTHY/MODERATE/CRITICAL]**
**Overlap Distribution:**
```
No Overlap (0-10%): ████████████████ [X] pairs
Low Overlap (10-25%): ████████ [X] pairs
Moderate (25-50%): ████ [X] pairs
High (50-75%): ██ [X] pairs
Critical (75%+): █ [X] pairs
```
**Estimated Monthly Impact:**
- Wasted Spend: $[X]
- CPM Inflation: +[X]%
- Excess Frequency: [X] extra impressions/user
---
### Overlap Matrix
| Audience | Aud 1 | Aud 2 | Aud 3 | Aud 4 | Aud 5 |
|----------|-------|-------|-------|-------|-------|
| Aud 1 | - | [X]% | [X]% | [X]% | [X]% |
| Aud 2 | [X]% | - | [X]% | [X]% | [X]% |
| Aud 3 | [X]% | [X]% | - | [X]% | [X]% |
| Aud 4 | [X]% | [X]% | [X]% | - | [X]% |
| Aud 5 | [X]% | [X]% | [X]% | [X]% | - |
**Legend:** 🟢 <25% | 🟡 25-50% | 🔴 >50%
---
### Critical Overlap Pairs
**Pair 1: [Audience A] × [Audience B]**
```
Overlap: [X]%
Combined Spend: $[X]/month
Combined Frequency: [X]
CPM Comparison: $[X] vs $[X]
Overlap Score: [X]/100 (CRITICAL)
```
**Diagnosis:** [Why this overlap exists]
**Impact:**
- Estimated waste: $[X]/month
- Users seeing ads from both: ~[X]
- Attribution confusion: [Assessment]
**Recommendation:** [Specific action]
---
### Audience-Level Analysis
**[Audience Name]**
```
Size: [X]
Spend: $[X]
CPM: $[X]
Frequency: [X]
Overlaps with: [X] other audiences
Overlap Breakdown:
- [Audience B]: [X]% overlap (HIGH)
- [Audience C]: [X]% overlap (LOW)
- [Audience D]: [X]% overlap (MODERATE)
Primary Concern: [Main issue]
Recommendation: [Action]
```
---
### Consolidation Recommendations
**Audiences to Merge:**
| Current Audiences | Combined Into | Rationale | Projected Savings |
|-------------------|---------------|-----------|-------------------|
| [A], [B] | [New name] | [X]% overlap | $[X]/month |
| [C], [D], [E] | [New name] | Similar targeting | $[X]/month |
**Exclusions to Implement:**
| Audience | Exclude From | Reason |
|----------|--------------|--------|
| [Smaller audience] | [Larger audience] | Subset relationship |
| [Retargeting] | [Prospecting] | Funnel separation |
**Structure Recommendation:**
```
CURRENT STRUCTURE RECOMMENDED STRUCTURE
├─ Campaign 1 ├─ Campaign 1 (Prospecting)
│ ├─ Audience A │ ├─ Broad/Advantage+
│ ├─ Audience B │ └─ (exclude retargeting)
│ └─ Audience C │
├─ Campaign 2 ├─ Campaign 2 (Retargeting)
│ ├─ Audience D │ ├─ Consolidated Retargeting
│ └─ Audience E │ └─ (frequency capped)
```
---
### CPM Impact Analysis
**Before vs. After Projection:**
| Metric | Current | Projected | Change |
|--------|---------|-----------|--------|
| Avg CPM | $[X] | $[X] | -[X]% |
| Total Reach | [X] | [X] | +[X]% |
| Effective Frequency | [X] | [X] | -[X] |
| Wasted Spend | $[X] | $[X] | -[X]% |
---
### Action Plan
**Immediate (This Week):**
1. [ ] Implement exclusion: [Specific exclusion]
2. [ ] Pause duplicate audience: [Audience name]
3. [ ] Set frequency cap on: [Audience name]
**Short-Term (Next 2 Weeks):**
1. [ ] Consolidate: [Audiences] into [New audience]
2. [ ] Restructure: [Campaign] to separate funnel stages
3. [ ] Test: Advantage+ audience vs. manual targeting
**Monitoring:**
- [ ] Weekly CPM tracking by audience
- [ ] Frequency monitoring
- [ ] Overlap tool check monthly
---
## Common Overlap Scenarios
### Scenario 1: Lookalike Ladder
**Structure:** 1% LAL, 2% LAL, 3% LAL running simultaneously
**Problem:** Each larger LAL contains the smaller ones
**Solution:** Run only 1%, or exclude 1% from 2%, exclude 2% from 3%
### Scenario 2: Interest Stacking
**Structure:** Multiple interest audiences with similar themes
**Problem:** Heavy overlap between related interests
**Solution:** Use one broad interest or Advantage+ targeting
### Scenario 3: Retargeting Fragmentation
**Structure:** Separate retargeting for visitors, cart, past purchasers
**Problem:** Same user in multiple lists
**Solution:** Prioritize with exclusions (purchasers excluded from cart, cart from visitors)
### Scenario 4: Prospecting + Retargeting Collision
**Structure:** No exclusions between prospecting and retargeting
**Problem:** Retargeting users getting prospecting ads
**Solution:** Exclude all retargeting audiences from prospecting campaigns
---
## Limitations
**I can provide:**
- Overlap identification and scoring
- Consolidation recommendations
- Exclusion strategies
- CPM impact estimates
**I cannot provide:**
- Exact overlap percentages without tool data
- Cross-platform overlap (requires unified identity)
- Conversion path deduplication
- Real-time auction dynamics
**For better analysis, provide:**
- Meta Audience Overlap tool screenshots
- Google Ads audience segment sizes
- Actual audience sizes and definitions
- CPM history over time
---
## Quality Checklist
Before delivering analysis:
- [ ] All audiences mapped with sizes and spend
- [ ] Overlap pairs identified and scored
- [ ] Consolidation recommendations are practical
- [ ] Exclusion hierarchy is logical (no circular exclusions)
- [ ] CPM impact estimated where possible
- [ ] Action plan is prioritized
- [ ] Platform-specific nuances addressed
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# How to Use This Skill
Hey Claude, I just added the "audience-overlap-analyzer" skill. Can you check if my audiences are overlapping and competing against each other?
## Example Invocations
**Example 1: Full Overlap Audit**
Hey Claude, I just added the "audience-overlap-analyzer" skill. Here are all my Meta Ads audiences with their targeting criteria and performance. Find the overlaps and tell me what to consolidate.
**Example 2: Rising CPM Investigation**
Hey Claude, I just added the "audience-overlap-analyzer" skill. My CPMs have increased 30% in the last month across multiple campaigns. Could audience overlap be the cause? Here's my audience data.
**Example 3: Lookalike Strategy**
Hey Claude, I just added the "audience-overlap-analyzer" skill. I'm running 1%, 2%, and 3% lookalikes. How much are they overlapping and should I structure this differently?
**Example 4: Retargeting Audit**
Hey Claude, I just added the "audience-overlap-analyzer" skill. I have 5 different retargeting audiences. Help me figure out which ones overlap and how to set up proper exclusions.
**Example 5: Cross-Campaign Check**
Hey Claude, I just added the "audience-overlap-analyzer" skill. I'm running 3 prospecting campaigns to different audiences but I suspect they're hitting the same people. Here's the data.
## What to Provide
**Required:**
- Audience names
- Targeting criteria (interests, behaviors, lookalike %, custom audience source)
- Audience sizes
- Which campaigns use which audiences
**Highly Recommended:**
- Spend per audience
- CPM per audience
- Frequency per audience
- Any existing exclusions
**Optional:**
- Meta Audience Overlap tool results (screenshots)
- Historical CPM trends
- Conversion data per audience
- Cross-platform audience usage
## What You'll Get
1. **Overlap Matrix** - Visual map of which audiences overlap
2. **Severity Scoring** - Priority ranking of overlap issues
3. **Impact Estimate** - How much overlap is costing you
4. **Consolidation Plan** - Which audiences to merge
5. **Exclusion Strategy** - Proper exclusion hierarchy
6. **Structure Recommendation** - Optimized audience architecture
7. **Action Plan** - Step-by-step implementation
## Pro Tips
- Use Meta's Audience Overlap tool (Audiences → Select 2+ → Compare)
- Lookalikes always overlap, 1% is contained within 2%, 2% within 3%
- Exclude retargeting audiences from prospecting to prevent collision
- Rising CPMs across campaigns is a strong signal of overlap
- Consider Advantage+ targeting, it manages overlap automatically
- Frequency >3 combined across campaigns usually indicates overlap
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{
"platform": "Meta Ads",
"account_context": {
"business": "E-commerce - Home Goods",
"monthly_spend": 45000,
"primary_objective": "Purchases",
"concern": "CPMs have risen 35% in last 6 weeks, suspect internal competition"
},
"audiences": [
{
"name": "LAL - Purchasers 1%",
"type": "Lookalike",
"source": "Customer purchase list",
"size": 2400000,
"campaign": "Prospecting - Lookalikes",
"spend": 12000,
"conversions": 180,
"cpm": 18.5,
"frequency": 2.8,
"cpa": 66.67
},
{
"name": "LAL - Purchasers 2%",
"type": "Lookalike",
"source": "Customer purchase list",
"size": 4800000,
"campaign": "Prospecting - Lookalikes Expansion",
"spend": 8000,
"conversions": 95,
"cpm": 16.2,
"frequency": 2.4,
"cpa": 84.21
},
{
"name": "LAL - High Value Customers 1%",
"type": "Lookalike",
"source": "Top 20% customers by LTV",
"size": 2400000,
"campaign": "Prospecting - High Value",
"spend": 6000,
"conversions": 72,
"cpm": 19.8,
"frequency": 2.6,
"cpa": 83.33
},
{
"name": "Interest - Home Decor",
"type": "Interest",
"targeting": "Interest in Home Decor, Interior Design, Home Improvement",
"size": 35000000,
"campaign": "Prospecting - Interest Based",
"spend": 5000,
"conversions": 48,
"cpm": 12.4,
"frequency": 1.8,
"cpa": 104.17
},
{
"name": "Broad - US 25-54",
"type": "Broad",
"targeting": "US, Ages 25-54, All genders",
"size": 120000000,
"campaign": "Prospecting - Broad",
"spend": 4000,
"conversions": 38,
"cpm": 9.8,
"frequency": 1.2,
"cpa": 105.26
},
{
"name": "Retargeting - Website Visitors 30d",
"type": "Custom Audience",
"source": "Pixel - All website visitors, 30 days",
"size": 180000,
"campaign": "Retargeting",
"spend": 4500,
"conversions": 85,
"cpm": 22.5,
"frequency": 5.2,
"cpa": 52.94
},
{
"name": "Retargeting - Product Viewers 14d",
"type": "Custom Audience",
"source": "Pixel - Product page viewers, 14 days",
"size": 95000,
"campaign": "Retargeting",
"spend": 3000,
"conversions": 62,
"cpm": 24.8,
"frequency": 6.8,
"cpa": 48.39
},
{
"name": "Retargeting - Cart Abandoners 7d",
"type": "Custom Audience",
"source": "Pixel - Add to cart, no purchase, 7 days",
"size": 28000,
"campaign": "Retargeting",
"spend": 2500,
"conversions": 55,
"cpm": 28.5,
"frequency": 8.4,
"cpa": 45.45
}
],
"overlap_data_from_meta_tool": {
"lal_1_vs_lal_2": "100% of LAL 1% is contained in LAL 2%",
"lal_1_vs_lal_hv_1": "68% overlap",
"lal_2_vs_lal_hv_1": "72% overlap",
"interest_vs_broad": "Interest audience is subset of Broad",
"website_visitors_vs_product_viewers": "Product viewers 100% contained in website visitors",
"product_viewers_vs_cart_abandoners": "Cart abandoners 100% contained in product viewers"
},
"exclusions_currently_in_place": [
"Past purchasers excluded from all prospecting",
"No other exclusions configured"
],
"historical_cpm_trend": {
"6_weeks_ago": 12.5,
"4_weeks_ago": 14.2,
"2_weeks_ago": 16.8,
"current": 18.5,
"change": "+48%"
}
}
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{
"summary": {
"audiences_analyzed": 8,
"critical_overlaps_found": 4,
"high_overlaps_found": 2,
"estimated_wasted_spend": 8500,
"cpm_inflation_estimate": "+35%",
"overall_health": "CRITICAL",
"primary_issue": "Lookalike audiences 100% nested, retargeting audiences not excluded from each other, prospecting hitting retargeting users"
},
"overlap_matrix": {
"description": "Overlap percentage between audience pairs",
"matrix": {
"LAL_1": {
"LAL_2": "100%",
"LAL_HV_1": "68%",
"Interest": "~15%",
"Broad": "2%",
"RT_Visitors": "~8%"
},
"LAL_2": {
"LAL_1": "50%",
"LAL_HV_1": "72%",
"Interest": "~12%",
"Broad": "4%",
"RT_Visitors": "~6%"
},
"LAL_HV_1": {
"LAL_1": "68%",
"LAL_2": "36%",
"Interest": "~10%",
"Broad": "2%",
"RT_Visitors": "~5%"
},
"RT_Visitors": {
"RT_Product": "100%",
"RT_Cart": "100%"
},
"RT_Product": {
"RT_Visitors": "53%",
"RT_Cart": "100%"
},
"RT_Cart": {
"RT_Visitors": "16%",
"RT_Product": "29%"
}
},
"legend": {
"critical": ">75%",
"high": "50-75%",
"moderate": "25-50%",
"low": "<25%"
}
},
"critical_overlap_pairs": [
{
"pair": "LAL - Purchasers 1% × LAL - Purchasers 2%",
"overlap_percent": 100,
"overlap_score": 95,
"severity": "CRITICAL",
"combined_spend": 20000,
"diagnosis": "LAL 1% is completely contained within LAL 2%. Every dollar spent on LAL 2% competes with LAL 1% for the same users. You're bidding against yourself in every auction for the 2.4M users in the 1% audience.",
"impact": {
"estimated_wasted_spend": 4000,
"cpm_inflation": "+15%",
"attribution_confusion": "Conversions from 1% users may be attributed to 2% campaign"
},
"recommendation": "STOP running both. Options: (A) Run only 1% LAL, or (B) Exclude 1% from 2% campaign"
},
{
"pair": "LAL - Purchasers 1% × LAL - High Value 1%",
"overlap_percent": 68,
"overlap_score": 82,
"severity": "CRITICAL",
"combined_spend": 18000,
"diagnosis": "Both lookalikes sourced from similar seed lists (purchasers vs high-value purchasers). High-value customers are purchasers, so LALs overlap significantly. 68% of users are in both audiences.",
"impact": {
"estimated_wasted_spend": 2500,
"cpm_inflation": "+12%",
"attribution_confusion": "High"
},
"recommendation": "Consolidate into single LAL from high-value customers (better seed), or exclude LAL 1% from High Value campaign"
},
{
"pair": "Retargeting audiences (all three)",
"overlap_type": "Nested hierarchy",
"overlap_score": 88,
"severity": "CRITICAL",
"combined_spend": 10000,
"combined_frequency": "8.4+ for cart abandoners",
"diagnosis": "Cart abandoners ⊂ Product viewers ⊂ Website visitors. Without exclusions, a cart abandoner sees ads from ALL THREE retargeting ad sets. This explains frequency of 8.4.",
"impact": {
"estimated_wasted_spend": 2000,
"frequency_issue": "Users seeing 15-20+ ads total",
"fatigue_acceleration": "Severe"
},
"recommendation": "Implement exclusion hierarchy: Exclude cart abandoners from product viewers, exclude product viewers from website visitors"
},
{
"pair": "All Prospecting × Retargeting",
"overlap_type": "No exclusions",
"overlap_score": 75,
"severity": "HIGH",
"diagnosis": "Retargeting audiences are NOT excluded from prospecting campaigns. Your 180K website visitors can see both prospecting AND retargeting ads.",
"impact": {
"estimated_wasted_spend": 1500,
"message_confusion": "Users see awareness + conversion messaging simultaneously",
"attribution": "Prospecting may get credit for retargeting conversions"
},
"recommendation": "Exclude all retargeting custom audiences from all prospecting campaigns"
}
],
"audience_level_analysis": [
{
"audience": "LAL - Purchasers 1%",
"size": 2400000,
"spend": 12000,
"cpm": 18.5,
"frequency": 2.8,
"overlaps_with": [
"LAL 2% (100%)",
"LAL HV 1% (68%)",
"RT Visitors (~8%)"
],
"total_overlap_exposure": "High - 68%+ of audience in multiple campaigns",
"recommendation": "Keep as primary LAL, exclude from other LAL campaigns"
},
{
"audience": "LAL - Purchasers 2%",
"size": 4800000,
"spend": 8000,
"cpm": 16.2,
"frequency": 2.4,
"overlaps_with": [
"LAL 1% (50% of 2% = 1%)",
"LAL HV 1% (72%)"
],
"issue": "Paying for users already in 1% LAL at higher CPA",
"recommendation": "Exclude LAL 1% to target only incremental 2.4M users, OR pause entirely"
},
{
"audience": "LAL - High Value 1%",
"size": 2400000,
"spend": 6000,
"cpm": 19.8,
"frequency": 2.6,
"overlaps_with": [
"LAL 1% (68%)",
"LAL 2% (72%)"
],
"issue": "Highest CPM despite significant overlap with other LALs",
"recommendation": "Test as ONLY LAL (best seed), or exclude from standard LAL campaigns"
},
{
"audience": "Interest - Home Decor",
"size": 35000000,
"spend": 5000,
"cpm": 12.4,
"frequency": 1.8,
"overlaps_with": [
"Broad (subset)",
"LALs (~10-15%)"
],
"recommendation": "Low overlap concern, but consider consolidating with Broad using Advantage+"
},
{
"audience": "Retargeting - Cart Abandoners 7d",
"size": 28000,
"spend": 2500,
"cpm": 28.5,
"frequency": 8.4,
"overlaps_with": [
"Product Viewers (100%)",
"Website Visitors (100%)"
],
"issue": "CRITICAL frequency - users being hit by all 3 retargeting ad sets",
"recommendation": "Highest priority audience, exclude from other retargeting"
}
],
"consolidation_recommendations": {
"lookalike_strategy": {
"current": "3 separate LAL campaigns competing",
"recommended": "Single LAL strategy with clear hierarchy",
"options": [
{
"option": "A - Single Best LAL",
"structure": "Run only LAL - High Value 1% (best seed quality)",
"pros": "Simplest, no overlap, best data signal",
"cons": "Limited scale (2.4M audience)"
},
{
"option": "B - Tiered with Exclusions",
"structure": "LAL HV 1% (primary) → LAL 2% excluding HV 1% (expansion)",
"pros": "Scale + quality, clear priority",
"cons": "More complex management"
}
],
"recommendation": "Option B for scale with efficiency"
},
"retargeting_strategy": {
"current": "3 retargeting audiences, no exclusions, combined frequency 8.4+",
"recommended": "Exclusion hierarchy with frequency caps",
"structure": {
"priority_1": {
"audience": "Cart Abandoners 7d",
"action": "Highest bid/budget",
"exclusions": "None needed (smallest, highest intent)"
},
"priority_2": {
"audience": "Product Viewers 14d",
"action": "Medium priority",
"exclusions": "Exclude cart abandoners"
},
"priority_3": {
"audience": "Website Visitors 30d",
"action": "Lowest priority/bid",
"exclusions": "Exclude product viewers AND cart abandoners"
}
},
"frequency_cap": "Set 3/week cap across all retargeting"
},
"prospecting_protection": {
"action": "Create exclusion audience",
"steps": [
"Create saved audience: 'All Retargeting - Exclude'",
"Include: Website visitors 180d + All purchasers",
"Apply as exclusion to ALL prospecting campaigns"
]
}
},
"restructured_architecture": {
"before": {
"campaigns": 5,
"audiences": 8,
"exclusions": 1,
"overlap_issues": "Critical"
},
"after": {
"campaigns": 3,
"audiences": 5,
"exclusions": 6,
"overlap_issues": "Resolved"
},
"new_structure": [
{
"campaign": "Prospecting - Lookalike",
"audiences": [
"LAL - High Value 1%",
"LAL - Purchasers 2% (excluding HV 1%)"
],
"exclusions": [
"All website visitors",
"All purchasers"
],
"budget": 20000
},
{
"campaign": "Prospecting - Broad/Interest",
"audiences": [
"Advantage+ Audience (let Meta optimize)"
],
"exclusions": [
"All website visitors",
"All purchasers"
],
"budget": 9000,
"note": "Consolidate Interest + Broad into Advantage+"
},
{
"campaign": "Retargeting - Full Funnel",
"audiences": [
"Cart Abandoners",
"Product Viewers (excl cart)",
"Visitors (excl product)"
],
"exclusions": [
"Hierarchical as described"
],
"budget": 10000,
"frequency_cap": "3/week"
}
]
},
"projected_impact": {
"cpm_reduction": {
"current_avg": 18.5,
"projected_avg": 14,
"reduction": "-24%"
},
"wasted_spend_eliminated": {
"monthly": 8500,
"annual": 102000
},
"frequency_improvement": {
"retargeting_current": 8.4,
"retargeting_projected": 3.5,
"reduction": "-58%"
},
"efficiency_gain": {
"current_blended_cpa": 72.58,
"projected_cpa": 62,
"improvement": "-15%"
}
},
"action_plan": {
"immediate_this_week": [
{
"priority": 1,
"action": "Implement retargeting exclusion hierarchy",
"details": "Exclude cart from product viewers, product viewers from website visitors",
"impact": "Stop 3x frequency on best audiences"
},
{
"priority": 2,
"action": "Create and apply 'All Retargeting Exclude' audience to prospecting",
"details": "Website visitors 180d + purchasers → exclude from all prospecting",
"impact": "Stop prospecting/retargeting collision"
},
{
"priority": 3,
"action": "Set frequency cap on retargeting campaign",
"details": "3 impressions per week at campaign level",
"impact": "Prevent fatigue even with exclusion gaps"
}
],
"next_2_weeks": [
{
"action": "Pause LAL - Purchasers 2% campaign",
"alternative": "OR exclude LAL 1% from 2% campaign",
"impact": "Eliminate 100% overlap competition"
},
{
"action": "Test LAL - High Value 1% as primary/only LAL",
"details": "Higher quality seed, test at higher budget",
"impact": "Better efficiency, simpler structure"
},
{
"action": "Consolidate Interest + Broad into Advantage+ test",
"details": "Let Meta manage overlap automatically",
"impact": "Reduced management, algorithm optimization"
}
],
"monitoring": {
"weekly": [
"CPM by audience",
"Frequency by audience",
"Overlap tool check for new audiences"
],
"success_criteria": [
"CPM below $15 within 2 weeks",
"Retargeting frequency below 4.0",
"No audience with >50% overlap to another"
]
}
}
}
ReadyAudience Overlap Analyzer
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