Every identity resolution vendor claims high match rates. The numbers range from 60% to 99% depending on who you ask. Understanding what those numbers actually measure is critical to evaluating any provider.
How Match Rates Are Calculated
A match rate is the percentage of incoming visitor signals that result in a successfully resolved identity. But "resolved" can mean different things:
Vendors who quote 95%+ match rates are often counting partial matches. BuyerPixels quotes full match rates — meaning we return a complete contact record including physical address.
Our 94% accuracy figure is validated against ground-truth test sets where the true identity of the visitor is known, not estimated from probabilistic methods.
What Affects Match Rates
Match rates vary based on:
Why Accuracy Matters More Than Raw Match Rate
A 99% match rate means nothing if the data is stale or incorrect. BuyerPixels validates every resolved record against multiple data sources before delivery, ensuring the email addresses and phone numbers we return are active and deliverable.
Our post-resolution accuracy guarantee: if more than 5% of delivered email addresses hard bounce in a 30-day period, we credit your account for those resolutions.
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