Overview
Match Caps are used to limit the number of matches in an audience so that your campaign can meet the frequency of impressions desired for your allocated budget. This article covers how to request a Match Cap and some considerations to keep in mind as you utilize Match Caps.
How to Request a Match Cap
Match Caps are available for any audience that is generated from an address list, such as B2C lists and Digital Canvassing. To request a Match Cap, reach out to support@eltoro.com and include the order line, audience, and the number of matches at which the list should be capped. As you request a Match Cap, be aware the overall matched targets on an order line should meet the minimum requirement of 500 matches when targeting households.
Best Practices
Match Caps are often used when adjusting ad delivery to meet a specific desired frequency of impression delivery. For example, if there is a total budget of 500,000 impressions to serve over a 20-day period, and the audience has 36,000 matched households, a Match Cap of 25,000 could be requested for that audience on that order line to deliver 1 impression to each household on each day of the order line’s flight.
Match Caps can also be used to produce a control group of targets against which performance can be compared in a MatchBack Analysis. When calculating “lift” for B2C IP Targeting initiatives, a control group is needed to assess how many targets would have converted had they not been targeted by El Toro. In order for control group results to be relevant, the size of the control group should be at least 10% of the size of the group matched with an IP.
FAQs
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Q: What types of audience buckets can be match-capped?
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A: Address lists are the only buckets that can be match capped. New Movers, Venue Replay, and Map Polygons cannot be match capped.
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Q: Why can't I match cap buckets associated with a deployed order line?
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A: That would be trying to modify a bucket while it is still serving, which could cause errors with serve. We can apply the cap to a duplicate bucket and detach the previous bucket to prevent any issues that could arise.
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Need Help?
To request support, follow the steps in the article below or contact us at support@eltoro.com and we’ll be happy to help.
Support Requests and Knowledge Base – El Toro Support Center
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