Match Rate

Match rate is the share of the records you uploaded that the platform was able to link to real accounts on its side.

When you push a customer list to a platform, not every row finds a home. Some emails are old, some are typed wrong, some belong to people who are not on that platform at all. The match rate tells you how many did connect, written as a percentage of what you sent in.

Upload a list of one thousand customers and check the audience size the platform reports back. If it says it matched seven hundred of them, that is a seventy percent match rate. Run the same sum on your own upload: take the matched number, divide by the total you sent, and you have your rate.

A low match rate is usually your data, not the platform. Messy formatting, mixed old and new emails, and missing phone numbers all drag it down, so a weak rate is a signal to clean the file before you blame the tool.

If most of your list does not match, you are aiming with half the picture.