How Influ2 Reports on Match Rates

Match rate is thrown around a lot in advertising and ABM—but vendors define it differently. At Influ2, match rate means something specific and important: verified reach. We report on who actually saw your ads, not just who could see them. This difference matters when you're measuring real program performance and audience coverage.

What match rate means at Influ2

At Influ2, match rate = verified reach. We report on who actually saw your ads and how many times, not whether a contact has the potential to be reached. This means:

• You see real ad exposure at the contact level, not broad account rollups

• You know which people saw your ads and how many times, so match rates can actually be measured and verified

• Revenue influence is precise and verifiable because every new and progressed opportunity ties back to each individual's unique exposure or engagement

How other vendors define match rate

The term “match rate” is used differently across vendors, but rarely refers to actual ad delivery or reach. Here are the most common scenarios:

Profile detection in an ad channel

You upload a list of contacts from your CRM to target within a specific channel (like LinkedIn). The channel matches your contacts to profiles and returns a "match rate"—how many profiles were detected. This tells you how many people have the potential to be reached—not how many actually see your ads.

The problem: This doesn't measure real ad delivery. A high match rate doesn't mean people will see your ads—only that they exist in the system.

Accounts who have seen your ads

Some platforms report match rate as the percentage of your target accounts that saw ads.

The problem: When actual ad reach (impressions) is rolled up to the account level, you lose visibility into which individuals saw them.

Identified website visitors

Some vendors use match rate to show what percentage of website visitors they can identify and tie back to known contacts. Identification methods vary widely, often producing inconsistent results (anywhere from 5–70%).

The problem: This metric is vague and limited. Most of your website traffic stays anonymous, and the metric only covers people who visited your site—missing the entire universe of potential buyers who haven’t visited your website or clicked your ads—and no reliable way to measure or verify that missing audience.

Why the difference matters

Since every vendor defines match rate differently, comparing them can be misleading. A high match rate at one platform might mean something completely different at another. Profile-based match rates can create false confidence—a platform might report high match rates even when many contacts never see your ads.

Influ2's contact-level reach approach helps you:

• Measure true campaign performance with verified data

• Understand real audience exposure instead of potential

• Connect ad delivery to pipeline impact with confidence

• Avoid inflated performance assumptions based on theoretical reach

The bottom line

• Influ2 match rate = actual ad reach (verified contact exposure)

• Typical vendor match rate = identification or detection (potential reach)

By focusing on verified exposure rather than theoretical availability, Influ2 gives you a clearer, more reliable view of how effectively you're reaching your audience.

FAQs

What is Influ2's match rate?

Influ2's match rate (actual reach) depends on several factors:

• Geography

• Audience composition and size

• Your campaign strategy

Because of this, Influ2's Customer Success team works with each customer to ensure every campaign is built to maximize reach based on your unique goals.

How accurate is Influ2's match rate reporting?

Influ2 reports only high-confidence match data, maintaining over 99% accuracy. You're seeing reliable insights—free from inflated or misleading metrics.