Match rate and audience count help you understand how your uploaded lists form audiences in Campaign Manager. These metrics show how well your data matched and how many member accounts or LinkedIn Pages are included in your final audience.
About match rate
Subject to members’ preferences, when you upload a contact list, company list, or connect a third-party partner, this information is matched to LinkedIn member accounts or LinkedIn Pages to create Matched Audience segments.
Match rate is the percentage of the entries in your source data that successfully matched with either member accounts or Pages (for company targeting) within the past seven days. It helps you understand how well your source data is matching overall.
Important to know
Matched Audiences are created based on members’ preferences in their ads settings. Learn more about our best practices for LinkedIn Ads audience targeting.
Differences between match rate and last audience count
Match rate and last audience size measure different parts of how your audience is built in Campaign Manager.
Here's a tip
You can find your Match Rate and Last Audience Count metrics on your Audiences page in Campaign Manager. Learn how to review your Matched Audience metrics.
Last audience count is the total number of reachable member accounts or Pages in your target audience. It deduplicates your source entries and removes member accounts that have opted out to help you understand your usable audience size.
When looking at your match rate and the last audience count, you might see some differences in the data. Your source data entries can match to member accounts in different ways, such as if you have duplicate contact source entries.
Example
For example, you upload a segment with 2,000 entries. Of those 2,000 entries, 1,400 match to a member account. Some of your source entries may be duplicates, so they would match to fewer member accounts. So, if you have 200 duplicates, your audience will be reduced to 1,200.
Match rate considerations
A few additional considerations to keep in mind when looking at your match rate:
- Match rates are based on the last list updated or uploaded.
- If your match rates are low, check your uploaded lists’ formats and headers. Keep in mind, match rates show as <5% if the list matched fewer than 300 member accounts.
Here's a tip
Contact targeting matches against member accounts that have verified email addresses only which may result in lower match rates.
Related tasks