All counts in the report use approximate distinct counting (HyperLogLog) with roughly 1% relative error. The viewer rounds each count by magnitude before displaying it — exact under 1,000, then to the nearest 100, 1,000, 10,000, 100,000, or 1,000,000 as the value crosses each order of magnitude — and renders it in full with thousands separators (for example,
1,234,567 shows as 1,230,000). Use these numbers for decision support and supplier evaluation, not for billing or contractual purposes.Report info
The card at the top of the report displays metadata about the underlying dataset:
You can share a report by copying its link. Recipients see a Loaded from shared link badge when they open a shared report.
Identity Enrichment
This section visualizes the end-to-end flow from your starting identifiers through matching to the new identifiers gained. It reads left to right across three cards.Input (Customer Identifiers)
The pink card on the left shows your starting inventory, scoped to the identifier types you selected at the Match identifiers step. Types you deselected do not appear here and are not counted in the totals.Resolution (Identity Matching)
The purple card in the center shows which of your identifiers matched the supplier:Enrichment (Additional Data)
The green card on the right shows what the supplier adds for your matched people. Unlike the Input card, it is not limited to the identifier types you selected at the Match identifiers step — the report scans the supplier’s full inventory, so you see every identifier type the supplier holds for the people you matched.Identifier Type Summary
Below the flow cards, a per-identifier-type breakdown consolidates the numbers into one view. The rows cover the identifier types you selected at the Match identifiers step, plus every additional type the supplier holds for your matched people. A supplier-only type shows an Input (unique) and Matched (unique) of 0 alongside its New (unique) count — that is data the supplier could add for people you have already matched, on an identifier you did not match on. Compound identifier types are shown as their parts joined with a plus sign, for example Person Name + Postal Address.Key Performance Metrics
The report computes five KPI rows. The viewer renders three of them as cards, each showing the metric value with its formula components beneath.
If you read the report dataset directly rather than through the viewer, you get all five rows.
Total IDs after enrichment is the count of distinct identifiers the supplier holds for your matched people, across every identifier type it carries — not only the types you matched on. It is the numerator of both ID Enrichment and IDs Per Person.
How identifiers are counted
Every identifier count that spans more than one type is counted as a type-and-value pair: one value published under both Normalized Email and SHA256 Hashed Email counts once for each type. This holds on both sides of every ratio above, so a KPI never divides pairs by bare values, and the figures printed beneath each card add up to the value on it.Reports carry the version of the report template that produced them, and reports built before this counting rule was introduced keep the values they were generated with. Older reports still open in the viewer, but their ID Enrichment, IDs Per Person,
kpi_match_rate and kpi_dedup_rate figures were computed by mixing type-and-value pairs with bare values. Regenerate a report before comparing it with a recent one.Match Rate
The percentage of your people that the supplier can identify. Formula: Matched people ÷ input people × 100 A higher match rate means the supplier covers more of your customer base. In the example report, 156M matched out of 232M input people yields a 67% match rate. The card names its own denominator beneath the value — people with a matched ID type, meaning people who hold at least one identifier of a type you selected at the Match identifiers step. People carrying none of those types are not in the denominator. This card is the person-based match rate. The report dataset also carries an identifier-based match rate (kpi_match_rate) that the viewer does not display, as do the per-type % of input figures on the Resolution card. All three measure different things, so expect them to differ.
ID Enrichment
How many times over the supplier multiplies your identifier count. Formula: Total IDs after enrichment ÷ matched identifiers The denominator is your matched identifiers, not every identifier you supplied — identifiers that found no match are excluded. Both sides are counted as type-and-value pairs. A value of 2.1x means the supplier roughly doubles the number of identifiers available for activation. This measures the channel-expansion potential of the supplier’s data.IDs Per Person
The average number of identifiers per matched person after enrichment. Formula: Total IDs after enrichment ÷ matched people The denominator is matched people, not input people, so this is the identifier density the supplier can give you for the people it could actually resolve. Higher density means more ways to reach each person across channels.Demographic & Behavioral Enrichment
This section shows the distribution of demographic and behavioral attributes that the supplier has for your matched people. Each attribute the report was configured with gets its own panel. Every panel header displays:- The attribute name (e.g.,
hl7 gender.gender,Education Level,household income range.income_range) - Coverage: how many of your matched people have a value for this attribute, shown as both a count and a percentage (e.g., “156M of 232M people (67% match rate)”)
- The value label (e.g., “female”, “Completed College”, “149,999”)
- The person count — how many matched people have this value
- The percentage — that count as a share of all matched people with a value for this attribute