Campaign overlap detection

Audience overlap is when two or more of your ad sets are targeting overlapping pools of users, causing your own campaigns to bid against each other.

The detection

We pull audience-estimate data from the ad platforms and compute pairwise overlap between every active ad set in your account. Any pair with overlap above 28% gets flagged.

The cost

On Meta specifically, overlap drives up your CPM because the auction sees two bidders where there's actually one buyer. Median savings from consolidating flagged overlap: 8-15% CPM reduction.

The fix

Two paths:

• Consolidate: merge the overlapping ad sets into one with a larger budget. Simplest, usually the right call.
• Differentiate: add exclusions so each ad set targets a distinct slice. Makes sense when you have creative-level differentiation between the ad sets.

Omesta ships the specific exclusion rules needed for option 2.