Audience Match Rate

[mahjoshi]

We have a segment in AA which we push to AAM. For that segment in AAM which has destination as Google ads we have a Segment Match Rate of 57%. Below are my question based on the info.

1.Is there any way we can increase a segment match Rate or this is at tool level and can't do anything to increase the match rate

2.Can segment rate be anywhere b/w 0 to 100% or it has to be 100% always.?

3.Is 57% considered a GOOD segment match rate?

Thanks in advance. 

[SCB · Accepted solution]

Hi @mahjoshi,

1. For ways to increase your match rate, make sure you have ID sync enabled properly on your setup.  Main reason for segment rate to be low is due to the fact that some browsers block cookies.   Keep in mind, match rate only accounts for cookie, so if you have onboarded device ids, then it be higher than 57%. 

2.  It doesn't need to be 100% all the time.  The match rate differs based on your identifiable audiences.  

3. 57% seems to be decent enough.

Hope this helps. 

Thanks

[leeb5093241]

Hello,

Thought it'd be helpful to explain what causes the discrepancy in match rates.

Each platform partner uses a different methodology to calculate the audience reach and hence it's impossible to accurately compare vendors.

• Adobe Audience Manager: The number of users on the selected period, that were seen on the customer ’s property with AAM code on AND were a member of the segment.
• Ad platforms: The number of users out of their back-end number (which will almost exactly match Adobe's total addressable audience), who have seen an impression at least once in the last 30 days.

Key difference is that Google’s count doesn’t require the user to re-visit the website with AAM code on, so with that in mind, we can expect the Google real-time number to be higher than the Adobe number given they are counting different things. Ad platforms do this intentionally to help customer's forecast for active campaigns, but it cannot be used to make apple-to-apple comparisons.