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Investigating match rates for server to server destination in Audience Manager


Community Advisor


A device that has been seen in AAM space may be a part of multiple AAM instances. So every AAM instance will have different data for that device.

Each AAM customer may choose to use Adobe's ID space (AAM UUID or Marketing Cloud ID) or their own customer id (dpuuid).

The concept of match rate appears when we need to send data from a device to a server to server destination that uses a custom ID space (not AAMID or Marketing Cloud ID).

The match rate is 100% for AAM UUID or Marketing Cloud ID, since we always have that for any device.

Whenever the match rate is less than 100% it means that the destination partner hasn't had the chance to see some of the AAM devices before.


Audience Manager Addressable Audience

A count of all AAM devices in whole AAM space those have ID synced with that particular S2S destination.

Customer Addressable Audience

A count of overlap of devices that have realized either a rule-based trait or an onboarded trait during the lookback window and devices that we have an ID sync with the chosen destination regardless of the time of syncs.

Customer Total Audience

A count of devices that have realized either a rule-based trait on your properties or an onboarded trait from your offline files during the lookback window.

Customer Match Rate

Customer Addressable Audience ÷ Customer Total Audience in Real Time expressed as a %.

Addressable Audience

A count of devices that were a member of your segment during the lookback window and that could be matched with the destination of choice.

Total Segment Population

A count of all the devices that were a member of your segment during the report lookback window.

Segment Match Rate

Segment Addressable Audience ÷ Total Segment Population expressed as a %.


Check this help article for details: Addressable Audiences


My addressable audience is low in percentage and is not increasing. What's wrong?

Possible causes:

1.Incorrectly configured settings

  • Check the containers setting for the AAM instance, this needs to be checked by AAM customer care or your Adobe consultant.
  • The destination data source (DPID) must be present in the partner's containers
  • Visit the customer website using Private Mode, look for calls to and search for the destination DPID. (DPID is data source ID, S2S destination
    partners have DPIDs created at AAM for integration).

2. Incorrectly instrumented site/app

  • Parts of the site/app do not confronts to Adobe Analytics (AA), Audience Manager (AAM) and Experience Cloud ID service implementation.\

3. Mismatched IDs between partners

  • Example: One could be onboarding mobile IDs using lowercase, while the destination partner could be onboarding IDs with uppercase (or the reverse)

Some points to be considered to troubleshoot low match rates and addressable audience issues for integrations between AAM and other S2S destinations:

• AAM customer must be on latest version of Experience Cloud Visitor ID service or higher. It is always recommended for customers to upgrade to the latest version when possible.

• AAM customer must be on JS v1.6.4 or higher for Adobe Analytics.

• If sending mobile device IDs, customer must have integrated the mobile SDK successfully. We've had customers who have configured advertiser ID settings incorrectly therefore resulting in AAM files sending cookies instead of mobile IDs.

• AAM Customer has tagged all of their web pages with Experience Cloud Visitor ID service.

• If customer's website visitor break down has high volume of Safari visitors, then also match rates could go low.

• If sending data from Adobe Analytics (AA) and customer is using both AAM and AA,  it is recommended that the customer should implement  Server Side Forwarding and also get Server Side Forwarding enabled at each report suite for which they want to share data with their AAM instance.

• If AA only customer, customer should make sure that the Report Suite is mapped to the correct IMS Org.

• 1st party data passed on to destinations will see higher match rates in comparison to 2nd party and 3rd party data.

• If mobile device ID and cookies are included in the same segment, match rates will seem low in AAM.

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