Ask a performance marketer which numbers they check every morning and you’ll get the same list: CPM, CTR, CVR, ROAS. Ask them their match rate on Meta or Google, the share of an audience they uploaded that the platform could actually recognize and target, and you’ll usually get a pause. Most teams don’t track it. Plenty don’t know it’s a number at all. That pause is expensive. Build an audience of 100,000 customers, upload it to a platform that matches 55% of them, and the campaign is running against 55,000 people. The other 45,000 are invisible to it, no matter how good the targeting or the creative is. And match rate sits upstream of every…
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