Why is my match rate low?

What lowers match rates

• Non-US traffic. Person-level matching is US-only.
• Mobile and in-app browsers, which share fewer signals.
• Privacy tools such as Global Privacy Control, VPNs, and strict tracking protection. We respect these on purpose.
• Consumer traffic on B2B sites, for example students or job seekers. Exclude /careers.
• Bot traffic, which is never matched but still counts in your analytics.

What helps

• Make sure the tag loads on every page, not just the homepage.
• If people log in, call identify with their email.
• Judge results over a couple of weeks, not a single day.

A realistic expectation

Independent tests across this industry have measured person-level identification at roughly 2% to 20% of traffic. Company-level rates are higher. Your own free-plan results are the most reliable number.