Match Rate

The Short Answer

Match rate is the percentage of input records (emails, names, addresses, or website visitors) that a data platform successfully resolves to a verified identity. A higher match rate means fewer records go unidentified. Match rate varies by data type, geography, and how recently the underlying data graph was refreshed, so it should always be evaluated on accuracy rather than the raw percentage alone.

How It Works

A platform runs a batch of input records, emails, names and addresses, or website visitors, against its data graph and reports back what percentage resolved to a confirmed identity. The remaining, unmatched share simply returns no result.

Why It Matters

A high match rate sounds good, but it can hide low accuracy if a provider is matching loosely. Always ask how a match rate is measured and validated, not just what the headline number is.