Viewing a marketplace match report

The Marketplace Match Report measures how your identity data connects with a third-party supplier’s data. It quantifies three things: how many of your customers the supplier can identify, what new identifiers the supplier adds, and what demographic attributes the supplier has for your matched customers. This guide explains how to read a rendered report. To configure and generate a new report, see Building a marketplace match report. Navigate to My Data > Reports and click a completed report to view it.

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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.

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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.

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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.

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Resolution (Identity Matching)

The purple card in the center shows which of your identifiers matched the supplier:

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Enrichment (Additional Data)

The green card on the right shows what the supplier adds for your matched people:

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Identifier Type Summary

Below the flow cards, a per-identifier-type breakdown consolidates the numbers into one view. The rows are limited to the identifier types you selected at the Match identifiers step; unselected types are omitted from both the counts and the summary.

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Key Performance Metrics

Three headline KPIs summarize the report. Each card shows the metric value and the formula components beneath it.

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Match Rate

The percentage of your people that the supplier can identify. Formula: Matched Unique People ÷ Input Unique 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.

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ID Enrichment

How many times over the supplier multiplies your total identifier count. Formula: Total IDs after enrichment ÷ Input Total IDs 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.

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IDs Per Person

The average number of identifiers per person after enrichment. Formula: Total IDs after enrichment ÷ Input Unique People Higher density means more ways to reach each person across channels. In the example report, 798M total IDs across 232M people yields 3.4 IDs per person.

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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)”)

Within each panel, a horizontal bar chart shows the top values for that attribute ranked by person count. Each bar displays:

• The value label (e.g., “female”, “Completed College”, “$100,000 -$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

Use these distributions to evaluate whether the supplier’s view of your customers is consistent with what you already know. Unexpected skews in gender, age, or income distributions may indicate data-quality issues worth investigating before activating.

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Report Metadata

The collapsible Report Metadata section at the bottom of the page contains technical details about the report dataset and its generation.