We’ve Improved Our Audience Match Rates

At the core of Metadata, we help our customers build pipeline by optimizing their paid media channels through experimentation, audience building, engagement data and more. Building audiences is inherently a big part of any paid media strategy whether it’s with Metadata or using native platforms. That’s why we’re super excited to announce that we’ve been able to improve and increase our native platform audience match rates on Metadata 🥳🎊

Our Improvements

We’ve added new data sources that have led to a big increase in the data that we use to match profiles on native channels.

We’ve also updated how we model the relationship graphs between profiles which has led to:

Our Experiments:

Prior to updating our databases, our team tested our old audience match rates with our new match rates. We built a simple A/B test campaign in Metadata with four separate audiences. Audiences #1 and #2 used our old database and match rates and Audiences #3 and #4 used our new database and match rates.

Here are our results:

We were able to see match rates from Facebook increase from 49.3% to 58.3% and from 45.0% to 56.3%. On LinkedIn, we saw increases of 91.91% to 107.9% and 87.0% to 98.5%.

Our company and contact volume was reduced with the new database due to our updates cutting down on duplicate contacts and spam data.

Facebook as a B2B Channel

B2B marketers have a love-hate relationship with Facebook and Instagram Ads. I’ve personally had varied success with using Meta Ads as a reliable lead gen source. Some campaigns were great in terms of lead volume, but then lead quality would take a hit. Sometimes I was unsure if I was reaching the right audience in Meta. But it wasn’t until I started using Metadata and Demand Hub at a previous company that I finally started seeing consistent results with Meta as a real channel for B2B ads, lead gen, and engagement.

These updates to the audience match rates are only going to make native ad channels like Facebook and LinkedIn even stronger and more reliable for B2B marketers.

If you would like to learn more about how to be successful running ads on Facebook check out our guide on mastering B2C channels for B2B or learn how Automation Anywhere increased their deal size by 36% with Facebook Ads.

Want to learn more about how Metadata can help you optimize your campaigns and drive pipeline? Take a product tour now.