What is a match rate?

The match rate for gyms

When you send a conversion that happened away from the website, a booked consult, a show, a payment, the ad platform has to find the click it belongs to. It looks for a click ID first, the gclid or fbclid captured when the person first arrived. Failing that, it compares a hashed email or phone number against the people it knows are signed in. Every conversion it can place is a match. The match rate is the share it could place, and the rest are silently dropped from the campaign’s results.

For a gym the rate is decided at the front desk more than in the ad account. The person enquired with one email and paid with another. The phone number was typed with a space in it. The click ID was lost when the booking page redirected. The member phoned instead of clicking, so there was never an ID to capture. Each of those is a conversion that happened and cannot be matched, and each one makes the campaign that produced it look weaker than it was.

The plan is unglamorous: capture the click ID on the visit and keep it through every redirect, store it against the person at the enquiry, keep email and phone fields complete and consistently formatted in the CRM, and send the person’s details with the conversion so a lost ID has a fallback. Enhanced conversions is Google’s name for that fallback, and offline conversion tracking is the act of sending at all.

Where match rate misleads: it measures the platform’s ability to place a conversion, not whether the conversion was real. A high rate on form fills says the platform can find form fillers. What a gym wants is a rate it can trust on payments, read by source, because the source whose members cannot be matched is the source whose members are hardest to see.

Where this sits in Adsu

Adsu has its own join to make before anything is sent, and it is strict. A payment is tied to a person by an exact email or an exact phone number, and that person is tied to a click by the ID the Adsu pixel recorded on the visit. A payment that cannot be matched is not counted and not credited to any campaign; it is shown as the uncovered remainder rather than spread across campaigns by a guess. Adsu counts verified stages only: if a stage cannot be verified, it is not counted. Every report is one line per campaign per location.

Booked, showed and paid go back to Google as offline conversions and to Meta through the Conversions API. Adsu credits the last eligible touch inside the 30 days before the payment. How Google or Meta then match a stage to a click is the platform’s business; what Adsu adds is that the stage was true and the IDs and contact details were captured before it went.

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