> For the complete documentation index, see [llms.txt](https://support.sayprimer.com/primer/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://support.sayprimer.com/primer/audiences/match-rates.md).

# Match rates

What a match rate is, the match rates Primer typically achieves per destination, and how it differs from audience size.

The **match rate** is the share of your audience an ad platform can identify and target. Because no platform recognizes everyone, the audience that actually delivers is smaller than the one you built — the match rate is how much smaller.

## Match rate vs. audience size

These are two different numbers:

* **Audience size** is how many records match your filters (see [Audience size limits](/primer/audiences/audience-size-limits.md)).
* **Match rate** is the percentage of that audience the destination can identify.

The **matched (servable) size** is roughly *audience size × match rate*. A large audience with a low match rate can deliver fewer people than a smaller audience with a high one, so check both when a destination reports a small servable size.

## Predicted match rate in the estimate

When you build an audience, Primer shows a predicted match rate for **Meta, Google and LinkedIn**. Other destinations don't show a predicted rate at build time.

## Typical match rates by destination

These are the ranges Primer tends to achieve, with the typical rate advertisers see *without* Primer for contrast. Actual results vary by audience.

| Destination   | With Primer | Typical without Primer |
| ------------- | ----------- | ---------------------- |
| Meta          | 65–85%      | \~20%                  |
| LinkedIn      | 80–95%      | \~50%                  |
| Google Search | 35–45%      | 2%                     |
| Reddit        | 15–60%      | 2%                     |
| DV360         | 40–80%      | 2%                     |
| YouTube       | 20–45%      | 2%                     |

## Match rate vs. reach

**Match rate** and **reach** describe different stages:

* **Match rate** is Primer's measure of how many of your records the platform *identified* — the matched count divided by the records Primer sent.
* **Reach** is a number the **ad platform** reports for how many of those matched people it considers *servable* — active, eligible users it can actually show ads to. It's always the platform's figure, computed on the platform's side, and can be smaller than the matched count and can lag while the platform builds the list.

> Reach is platform-owned and updates on the platform's schedule, so a freshly synced audience may show a matched size in Primer before the platform reports a servable/reach number. See [Finding your synced audience](/primer/audiences/finding-your-synced-audience.md).

A match rate is not a timing. For how long matching takes, see [How long matching takes](/primer/audiences/match-timing.md).


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