Match rate
The share of your leads carrying something Google can join back to an ad click: a click identifier, or a usable email where enhanced conversions for leads is switched on.
Why it matters
It caps everything after it. At a 30% match rate, 70% of your value modelling reaches nobody, and no amount of better modelling improves that.
What goes wrong
The number is easy to overstate, because an email address counts toward it only if enhanced conversions is actually on. A file where nearly everyone has an email can read as 95% ready when the share that matches today is 15%. Worth splitting the figure into the part that works now and the part that depends on a setting.
What this product does about it
Under 40% the diagnostic calls it a blocker rather than a note. The report splits click identifiers from email, and measures the last 30 days separately so a recent break is not hidden by a good year.
How to check it on your own account
Count leads from the last 90 days with any identifier, then count the ones with a click identifier alone. The gap is what depends on enhanced conversions.
Next to this
- GCLIDGoogle AdsThe identifier Google appends to your landing page URL when someone arrives from an ad and auto-tagging is on.
- Enhanced conversions for leadsGoogle AdsMatching an offline conversion to an ad click using hashed first-party data, usually an email address, rather than a click identifier.
- Event Match QualityMetaMeta's score, from 1 to 10, for how well the customer information attached to your events lets Meta resolve them to a person.
The rest of this step
Measure this on your own data
The diagnostic reads a CRM export in your browser and reports your volume, your match rate and the spread between your leads against the thresholds in this glossary. Nothing is uploaded and no account is needed.