Measuring the Impact of Behavioral Retargeting

You also need to measure the overlap percentage where two vendors are claiming the same sale. To claim a sale, a vendor has an actual order number. Measuring the overlap therefore is simply listing the orders that are claimed by two different ad vendors. Then calculate the percentage of overlap orders as a percentage of total online orders claimed by each online provider. Typically overlap orders range from 5 percent to 15 percent and aren't significant.