Understanding Salesforce and CSV Match Rates

Why Do Fewer Contacts Match?

When you upload 1st party data (like a CSV file or Salesforce records) into Primer, the system performs an entity matching process. This matching ensures that the contacts in your data are accurately identified within Primer's database. The process is akin to a quality control procedure that verifies the validity and completeness of the data before using it for audience creation.

Lower-than-expected match rates can occur due to factors such as data quality, incomplete fields (e.g., missing emails or phone numbers), outdated records, or differences in data formats. Primer’s goal is to ensure that only verified, accurate data gets used, which may sometimes result in a smaller portion of your data matching initially.