Match Boost (Early Access)

Match Boost helps to improve the reach and match rates of your audiences by enriching them with third-party user data before they are sent to downstream paid media partners. By using Match Boost to enrich your audiences, you can increase the return on ad spend (ROAS) of your marketing campaigns.

Supported outputs and third-party data providers

The following outputs support Match Boost:

• Meta (Facebook)
• Google Ads
• Google Marketing Platform

Currently, audiences can only be boosted using US-based, third-party data from Experian.

How to boost an audience

Because it is possible to have multiple connections between a single audience and several outputs, Match Boost is turned on at the level of an individual connection. This provides the greatest level of control over which forwarded audiences are enriched. For example, you could connect one audience to both Meta (Facebook) and Google Ads, but only boost the audience data that is sent to Facebook.

User identity requirements

To boost an audience connection, all supported identifiers for the connection must be forwarded.

If you disable any identifiers in the audience connection settings, Match Boost cannot be enabled.

This requirement prevents Match Boost from adding identifiers that you have intentionally excluded for compliance or privacy reasons. For example, if you exclude IDFAs from an audience for compliance reasons, Match Boost will be unavailable for that connection.

Enable Match Boost for a new audience connection

You can turn on Match Boost when creating a new connection by checking Match Boost in the connection settings:

1. Navigate to Segmentation > Audiences in the left hand navigation.
2. Select the audience you want to boost, and click + Connect Output.
3. After entering your audience connection settings, check Match Boost at the bottom of the connection settings. After saving or activating the connection, this audience will be enriched with third-party data as described in How Match Boost enriches audiences.

Enable Match Boost for an existing audience connection

You can turn on Match Boost for an existing connection in two locations:

• The Audience Group Editor
• The Connect tab within the Audience Builder

Boost an audience in the Group Editor

To boost an existing connection from the Group Editor:

1. Navigate to Segmentation > Audiences in the left hand navigation.
2. Select the group containing the audience you want to boost.
3. Within the audience card, scroll to the specific connection you want to enable Match Boost for, and click the Boost button.

Audience connections with Match Boost turned on are labeled with a Boosted icon:

Boost an audience in the Audience Builder

To boost an existing connection from the Audience Builder:

1. Navigate to Segmentation > Audiences in the left hand navigation.
2. Select the audience you want to boost to open the Audience Builder and go to the Connect tab.

3. For the specific connection you want to enable Match Boost for, click the Boost button, and click OK in the confirmation window.

Audience connections with Match Boost turned on are labeled with a Boosted icon:

Match Boost metrics

You can use Audience Insights to see the count of user identifiers or attributes contained in an audience before and after enrichment.

To view Audience Insights for a boosted audience:

1. Navigate to Segmentation > Audiences in the left hand navigation.
2. Select the boosted audience, and go to the Insights tab.
3. To include data from Match Boost, check Include Match Boost.

The chart labeled Reach breaks down the potential reach of your audience, according to each user identifier. If your date range is set to Today, you will see a bar chart. If you select a longer date range (for example, “Last 30 days”), you will see a line graph.

Each line or bar in the chart shows:

• The total count of each user identifier type contained in the audience.
• The number of identifiers provided by your first-party data.
• The portion of identifiers added with third-party data via Match Boost.

Metric details

Hover your cursor over each segment in the chart to see the number of identifiers provided by the mParticle CDP relative to the number of identifiers enriched through Match Boost.

Hover your cursor over the “Third-party data” segment to see how many identifiers were enriched through Match Boost:

Hover your cursor over the “First-party data” segment to see how many identifiers were provided by the user data stored in mParticle:

Supported identifiers and attributes

Following is a list of the user identifiers and attributes that Match Boost can enrich your audiences with for each output:

Platform	User Identifiers	User Attributes
Facebook (Meta)	Email Phone GAID/AAID IDFA	First Name (FN) Last Name (LN) Gender (GEN) City (CT) State (ST) Postal Code (ZIP)
Google Ads	Email Phone GAID/AAID IDFA	First Name Last Name Country Zip Code
Google Marketing Platform	GAID/AAID IDFA

How Match Boost enriches audiences

Match Boost improves match rates through a process called identity enrichment. In practice, this means temporarily supplementing the profiles in your audience with additional identifiers and attributes from a trusted third-party provider.

By broadening the set of data associated with each user, downstream platforms can perform multi-key matching, which increases the ability of recognizing your audience members.

How enrichment works

Match Boost begins with the first-party data already present in your mParticle audiences, such as:

• Email addresses
• Phone numbers
• Mobile Advertising IDs (MAIDs: IDFA or GAID)

This data is then expanded through cascading enrichment, where each known identifier can resolve to additional identifiers and related attributes in a third-party identity graph.

Identifier enrichment

• Email enrichment: A primary email may resolve to secondary or alternate email addresses for the same user.
• Phone enrichment: A known phone number may resolve to mobile-aligned alternate numbers, with landlines excluded where possible to maintain targeting accuracy.
• MAID enrichment: A mobile advertising ID (IDFA/GAID) can be mapped to other reachable identifiers (like emails, phone numbers, or additional device IDs) to extend the set of matchable keys.

Attribute enrichment

Once identifiers are resolved, associated user attributes may also be added. These may include first and last name, gender, city, state, and postal code, depending on the specific output your audience is connected to.

Attributes strengthen matching in platforms like Meta (Facebook) Custom Audiences, which use both identifiers and demographic attributes as part of their multi-key matching process.

Privacy and compliance

In keeping with mParticle’s privacy policy (and to comply with contractual agreements between mParticle, Experian, and downstream partners), no enriched data (identifiers or attributes) is exposed to customers.

Limitations

• Only audiences hosted in US-based pods can be enriched. Future releases of Match Boost may support enrichment in other regions.
• Experian is currently the only supported third-party data provider, and only US-based data from Experian is used when boosting audiences.
• You cannot specify which fields Match Boost adds — any available missing data that is accepted by the downstream partner may be included.

Frequently Asked Questions

Is any data shared between mParticle and the third-party provider?

No first-party data from mParticle is shared with the third-party provider, and no third-party data is added to user profiles within mParticle.

When will I see results in my downstream platforms?

After you enable Match Boost and connect an audience, enrichment occurs prior to the audience being forwarded to your chosen output. However, the time it takes for change in your match rate to appear depends on the downstream platform:

• Meta (Facebook Audiences): Audiences typically update within a few hours, but may take up to 24 hours before match rates improve.
• Google Ads: Google may take up to 24–48 hours to process and reflect new audience data.
• Google Marketing Platform: Processing times vary by use case but are generally within 24 hours.

Can I specify specific data points to use?

No, Match Boost adds any available user data from the third-party provider that’s missing from your audience.