Audience Match Rate Estimates

The Projected Match Rates feature provides an estimate of how well your audience will match with an Ad platform’s existing database ( Meta, Google, LinkedIn). The projected audience size allows you to gauge the potential reach your audience will unlock.

Here is where you can see your audience's projected match rates:

How do projected match rates help?

You should adjust your audience criteria to broaden or narrow your audience based on the projected audience size. You should keep in mind that audience size is critical to campaign performance.

B2C ad platforms are built for big audiences. Their algorithms do not generally do a good job of optimizing lead gen oriented campaigns that have audience under 100K in size.

How are projected match rates calculated?

Primer has invested in advanced data science to understand the key drivers of match rates. Match rate is contingent on the composition of your audience and the coverage of key attributes (like email, phone, location, etc). We use our understanding of coverage to estimate a matched audience size within a margin of error.

You may notice up to a 10% difference between projected match rates and the actual match rates once your audience is live.

Despite these potential variances, the Projected Match Rates feature provides a useful starting point for estimating your audience size and refining it to meet your campaign goals.