Projected & Actual Match Rates
Primer offers audience match rates, providing both a projected estimate and the actual match rate after matching is complete. Here's how it works:
Projected Match Rate: Narrow down your audience to fewer than 3 million people, and an estimated match rate will automatically appear based on our predictive model. The projected audience size allows you to gauge the potential reach your audience will unlock.
Actual Match Rate: Once matching is complete, view the actual matched audience size by clicking the View Runs modal.
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.
Timing for actual match rates:
Google and LinkedIn may take up to 72 hours to fully display.
Meta matches are typically available within 12 hours.
This feature helps you gauge audience size, which is key for campaign performance. For lead generation, aim for an audience size of 100,000+ to optimize results.
Recommended audience size minimums
Ensure your matched audience sizes are large enough to achieve good outcomes. Here's what we suggest as minimums for each platform:
LinkedIn (LI): Minimum 300 people for audience creation, but best performance is often seen with >10,000.
Facebook (FB): Technically 100, but best performance is often seen with >30,000.
Google: Technically 1,000, but better results are typically achieved with >50,000.
When planning your ad campaigns, aligning your audience size with your objectives is crucial. Here are some key considerations to ensure you're targeting effectively and maximizing your results:
1. Audience Size and Match Rates
First, consider the overall audience size shown in Primer. However, not all of these users will be reachable due to match rates. Here’s a breakdown of match rates across different platforms:
Facebook Avg: 40-65%
LinkedIn Avg: Above 85%
Google Avg: 15-35%
For instance, if you have an audience size of 1 million and assume a 50% average match rate, your matched audience size will be 500,000.
2. Daily Reach
Next, determine what percentage of your matched audience you can reach daily with an ad. This percentage can vary based on factors like bid amount, budget, targeting criteria, campaign objectives, and ad placements. For example, if your daily reach is 3%, your reach would be 15,000 people per day (3% of 500,000).
3. Engagement and Conversion Rates
Consider the engagement rate with your ad. If you have a click-through rate (CTR) of 1%, out of the 15,000 people reached daily, 150 will click on your ad. Next, factor in your website's conversion rate. If your site has a conversion rate of 5%, then 7.5 people (5% of 150) will complete a desired action, such as a form submission.
Here's what this funnel looks like all summed up:
Audience Size
1,000,000
Match Rate
50%
Matched Audience Size
500,000
Daily Reach %
3%
Daily Reach
15,000
CTR
1%
Website Visitors
150
Website CVR
5%
Form Submits
7.5
4. Key Considerations
Budget: Ensure you have an optimal budget to maximize your daily reach.
Platform Characteristics: Recognize that some platforms, like Facebook and Instagram, are mobile-first. Ensure your website’s conversion rate is above 5%.
Creative Quality: Your ad creative must be engaging to achieve a click-through rate of around 1%.
By keeping these factors in mind, you can better estimate and optimize your audience size and ad performance, ultimately leading to more effective campaigns.
Feel free to experiment until you find the perfect fit! If you have any questions or need further assistance, reach out to our Support team!
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