Since April 2018 we discovered that the Tailored Audience match rate is sychnificantly decreasing, and it is still decreasing every day. In the beginning of this year the match rate was the same as always (last 3 years) but today we can only match 10% of what we normally see. Even if we upload the exact same list of Twitter user IDs.
We are aware that you are matching IDs based on criteria such as:
- They’ve logged onto Twitter in the last 30 days
- They are an “Active” Twitter user.
So we understand that the matched audience is always smaller than the number of accounts that we upload. To show you how the match rate is decreasing every day, we have done a test with the same CSV file that includes Twitter User IDs.
May 16: CSV upload results in an audience of 563.000 users
May 22: CSV upload results in an audience of 435.000 users
June 11: CSV upload results in an audience of 403.000 users
June 20: CSV upload results in an audience of 388.000 users
We believe it is impossible that this is due to a lower activity of Twitter users, as we see that the activity on Twitter is increasing. Could this have something to do with new GDPR settings?
Are clients cannot spend their budgets anymore due to audiences that are smaller than they are supposed to be. It would be really great if someone could help us out here.
Thanks,
Thomas
Feel free to reach out to me directly as we find this issue very urgent:
thomas.s@mysocialdatabase.com
+31 681935639
