Analyze Audience Overlap and Loyalty

Measure the total addressable audience, find opportunities to expand your audience, and source potential partnerships using Audience Overlap.


What is the Value?

The Audience Overlap page provides competitive insights on shared audiences and Audience Loyalty for up to five websites. Discover the overlap of audiences, benchmark performance and audience loyalty, and find new potential partnerships.

With Audience Overlap and Audience Loyalty insights, you can:

  • Find growth opportunities: Quickly and easily identify the total audience you can reach and what percentage of your audience you already share with potential partner brands.

  • Uncover online behavior and interests: Compare audiences from your website and competitors' websites to understand audience overlap.

  • Analyze audience loyalty: Discover which website has the greatest traffic share of audience loyalty.

  • Benchmark performance: Compare audience loyalty across websites (within the same industry) to improve retention and engagement metrics.

How to Use Audience Overlap

Compare audience share and overlap for up to 5 sites.

  1. Go to Company Research and enter a website.

  2. Select Audience Overlap from the sidebar menu.

  3. Click +Compare to add up to four competitor sites.

    Tip: Use the filters to specify a Date range, Geographical Region, and Traffic Type.

Audience Overlap shows a graphical display of the overlapping audiences for the compared sites and the number of visitors.

Audience Overlap Graph

Metrics that Matter

Find the total addressable audience: The table on the right provides a breakdown of Unique Visitors for each of the analyzed sites and the Total Unique Audience for the entire group.

What is your share of the audience: Hover over the diagram to see the Shared Audiences (average unique visitors) and Percentage Share.

Pro Tips:


Trend your analysis over time to see how the % audience share changes from month to month and see up to 12 months of data.

Export the data from the Venn diagram to explore audience overlap within your own data visualization tools.


Website Audience Loyalty provides insights on visitors who exclusively visit the analyzed site versus those who visit two or more sites in one session. Use the filter to view audience loyalty by Comparison or Industry.


Metrics that Matter

Use the Comparison filter to find the % of visitors who exclusively visit the site versus two or more sites in one session.

Use the Industry filter to benchmark how each website compares to the industry average.

Metrics Definitions:

  • Audience Overlap: a Venn diagram that shows the audience overlap across the selected websites for the specific time period. For each intersection, hover to see the number of unique visitors and what proportion of each site's audience it represents.

  • Total Unique Audience: the total number of unique visitors for the selected sites

  • Website's Audience Loyalty: the proportion of monthly active users who also visited other sites within the same category

  • Loyalty Traffic Share: Percentage of monthly active users who visit just that website versus other websites compared to the industry average


  • Why are large sites (like,,, etc.) not on the Audience Overlap table when looking at a specific country filter?

    We present each site-country on this page for the top 1,000 most relevant sites only. The most relevant sites will not necessarily be the most overlapping sites, and relevancy acts as a sort of filter to show only interesting results. The reason is that big sites such as,, and so on will always have a higher overlap with other sites, and we want to address this bias. Hence, sometimes big sites you would expect to see in this list are not included in the top 1,000 most relevant sites to the site in question and will not appear.

    Another related point is the fact that for each specific country, users tend to use specific or regional sites for their needs (shopping, price comparisons, etc.). For this reason, when looking at overlapping sites with a specific country filter, you are less likely to see the very big sites, whereas the Worldwide perspective would give more weight to the more globally and widely used sites (e.g.,

  • What's the difference between the Cross-Browsing Interests table from Audience Interests and the Audience Overlap feature

    The Cross-Browsing Interests table shows the overlap of websites ‘head-to-head’ but doesn’t show the full audience reach and potential. Audience Overlap allows end-users to compare up to five websites and see the overlap across all websites

  • What time frame is Audience Loyalty based on?

    Loyalty is calculated based on monthly unique visitors. So, if a user has visited another site within the same month, they will be counted.

  • Do you support the worldwide country filter?


  • Is only desktop data available?


Feature Location

To access this feature: Go to Research Intelligence > Website Analysis > Audience Overlap

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