The total number of rows in your CSV/Customer list (emails, phones, etc.)
The number of users successfully identified by the ad platform.
Match Analysis Report
Overall Match Rate 0%
Unknown
Addressable Audience
0
Lost/Unmatched Data
0
Est. Budget Req.
$0.00
Total Impressions
0
What is Audience Match Rate?
In digital marketing, Match Rate is the percentage of users from your offline customer list (CRM data) that an advertising platform (like Google Ads, Facebook/Meta, or LinkedIn) can successfully identify and match to their own user base. It is a critical metric for "Customer Match" or "Custom Audience" campaigns.
This calculator helps advertisers understand the efficiency of their data onboarding process and estimate the potential scale of retargeting campaigns based on list size.
Formula
The calculation is straightforward but vital for forecasting campaign reach:
Match Rate % = (Matched Profiles / Total Records Uploaded) × 100
Interpreting Your Match Score
Match rates vary significantly depending on the data points provided (Email, Phone, Mobile Device ID, First/Last Name) and the platform used. Here are general industry benchmarks:
Excellent (>70%): Typically achieved with high-quality data containing multiple identifiers (e.g., Email + Phone + Mobile ID).
Average (40% – 60%): Standard for lists using only email addresses.
Poor (<30%): Often indicates data hygiene issues, B2B emails being matched against B2C social platforms, or outdated contact info.
Why Match Rate Matters for SEO & SEM
While often associated with paid media, match rates indicate the health of your first-party data. A high match rate implies your customer data is accurate and up-to-date, which is essential for:
Lookalike Audiences: Higher match rates create larger, more accurate seed audiences for finding new customers.
Exclusions: Effectively suppressing current customers from generic acquisition campaigns to save budget.
Cross-Channel Consistency: Ensuring the same users see your message across Search, Social, and Display.
How to Improve Low Match Rates
If your calculator result shows a low percentage, consider these optimization steps:
Normalize Data: Ensure emails are lowercase, phone numbers include country codes, and names are stripped of special characters before hashing/uploading.
Add More Keys: Don't rely on email alone. Uploading up to 3 identifiers (Email, Phone, Zip Code) can increase match rates by 15-20%.
Segment B2B vs B2C: Personal emails (Gmail, Yahoo) match better on platforms like Facebook/Instagram, while corporate emails match better on LinkedIn.
function calculateMatchRate() {
// Get inputs
var totalRecords = document.getElementById('totalRecords').value;
var matchedRecords = document.getElementById('matchedRecords').value;
var cpm = document.getElementById('avgCPM').value;
var frequency = document.getElementById('frequencyCap').value;
// Validate numeric inputs
var total = parseFloat(totalRecords);
var matched = parseFloat(matchedRecords);
var costPerMille = parseFloat(cpm);
var freq = parseFloat(frequency);
// Basic validation logic
if (isNaN(total) || total <= 0) {
alert("Please enter a valid total number of records.");
return;
}
if (isNaN(matched) || matched total) {
alert("Matched records cannot be greater than total records uploaded.");
return;
}
// Defaults for optional fields
if (isNaN(costPerMille)) costPerMille = 0;
if (isNaN(freq)) freq = 1;
// Calculations
var matchRate = (matched / total) * 100;
var lostRecords = total – matched;
var totalImpressions = matched * freq;
var estimatedBudget = (totalImpressions / 1000) * costPerMille;
// Determine Quality Badge
var badgeEl = document.getElementById('qualityBadge');
var badgeText = "";
var badgeColor = "";
if (matchRate >= 70) {
badgeText = "Excellent";
badgeColor = "#10b981"; // Green
} else if (matchRate >= 40) {
badgeText = "Average";
badgeColor = "#f59e0b"; // Orange
} else {
badgeText = "Poor / Low";
badgeColor = "#ef4444"; // Red
}
// Update DOM
document.getElementById('displayMatchRate').innerHTML = matchRate.toFixed(2) + "%";
document.getElementById('displayMatchedCount').innerHTML = matched.toLocaleString();
document.getElementById('displayLostCount').innerHTML = lostRecords.toLocaleString();
document.getElementById('displayBudget').innerHTML = "$" + estimatedBudget.toLocaleString(undefined, {minimumFractionDigits: 2, maximumFractionDigits: 2});
document.getElementById('displayImpressions').innerHTML = totalImpressions.toLocaleString();
badgeEl.innerHTML = badgeText;
badgeEl.style.backgroundColor = badgeColor;
// Show results
document.getElementById('resultsArea').style.display = "block";
}