Match Rate
Match rate is the share of records or visitors that a system can successfully resolve to a known person or profile. In identity resolution and audience activation, a higher match rate means more of your data or traffic can be recognized and acted upon.
When you upload a customer list to an ad platform or try to identify site visitors, the match rate tells you how many were recognized. It is a core measure of an identity system's coverage.
Match rate depends on the quality of identifiers, the size and freshness of the underlying identity graph, and the matching methods used. It varies widely by audience and data type.
Put the vocabulary to work on your data
Get a free First-Party Data Readiness Review, or browse the full glossary and guide library.