Audience Match Rate
Percentage of uploaded customer or prospect contact lists that successfully match to addressable users on a paid media platform
What is Audience Match Rate?
Audience match rate is the percentage of the contacts you upload to an advertising platform that the platform can match to its users. It shows how much of your customer or prospect list can be reached with targeted ads.
A low rate limits the size of custom audiences, so it affects how well you can target and retarget known people.
How this KPI is measured
- Function
- Marketing
- Sub-function
- Paid Media
- Industry
- All Industries
- Type
- Leading
- Impact
- Efficiency
- Unit
- %
- Measurement frequency
- Per campaign / Monthly
- Formula
- (Matched contacts / Total contacts uploaded to platform) × 100
How to calculate it
Divide the number of matched contacts by the total number of contacts uploaded, and multiply by 100.
For example, if 50,000 contacts were uploaded and 30,000 were matched, the rate is (30,000 / 50,000) x 100 = 60%.
Match rates depend on the quality of the data you upload, such as email addresses, and on which identifiers the platform accepts.
Where it is used
Sizing custom audiences
Know how many people you can reach.
Improving data quality
See whether list cleaning raises matches.
Choosing platforms
Compare match rates between platforms.
How to improve it
Tips and common mistakes
- Consumer emails often match better than business addresses.
- Only upload data you have permission to use for advertising.
- Match rate does not mean the ad will be seen.
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