Struggling with disappointing match rates in your Facebook Custom Audiences? You’re not alone. Many marketers—especially in the B2B space—find that the data they collect just doesn’t line up with what Facebook (now Meta) needs to identify real users. The result? Wasted spend and underperforming campaigns.
The solution: enrich and append your data with Data Pulse, so your lists actually match the people you want to reach.
What Are Facebook Custom Audiences?
Custom Audiences let you upload your own customer or prospect lists into Meta’s Ad Manager. Once uploaded, you can deliver ads across Facebook, Instagram, and the Audience Network.
They’re essential for strategies like:
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Retargeting campaigns
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Funnel segmentation
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Lead nurturing
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Account-based marketing (ABM)
But none of this works if Meta can’t connect your contacts to active user profiles. And that’s where many marketers get stuck.
Why Match Rates Fall Short
To successfully match a user, Facebook needs one or more of these identifiers:
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Email address
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Phone number (with country code)
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First and last name
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City, state, and country
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Date of birth
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Gender
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Mobile advertiser ID
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Facebook App user ID
Here’s the catch: B2B marketers usually collect business emails and maybe a name. Unfortunately, business emails rarely align with the personal emails most people use for their Facebook accounts. The result is abysmally low match rates.
The Fix: Append Better Data
Data appending enriches your existing records with the consumer-level details Facebook actually recognizes—like personal email addresses and mobile numbers.
More usable data = higher match rates = stronger campaign performance.
How Data Pulse Closes the Gap
Data Pulse equips marketers with the missing data points needed to transform low-performing lists into high-match, high-ROI audiences. Here’s how:
🔹 Consumer-Grade Enrichment
Data Pulse appends verified personal details (such as personal emails and mobile numbers) to business records. This dramatically increases your chances of a match in Facebook’s ecosystem.
🔹 Streamlined Workflow
Upload your CRM export, lead-gen list, or prospect database directly into the Data Pulse dashboard. Within minutes, your file comes back enriched, standardized, and ready to upload into Meta.
🔹 Fast & Scalable
Whether you’re working with a few hundred contacts or tens of thousands, Data Pulse delivers quick, accurate results at scale—so you can launch or expand campaigns without delays.
Case Study: Match Rates Before and After Data Pulse
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Before Data Pulse: B2B list with only business emails = 10–15% average match rate.
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After Data Pulse: Enriched with personal emails, mobile numbers, and additional identifiers = 40–60% match rate (or higher).
The impact:
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More impressions for the same spend
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Higher engagement and click-through rates
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Better ROI across campaigns
Step-by-Step: Boosting Your Facebook Match Rates
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Upload Your Audience List – Import contacts from your CRM, lead forms, or database.
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Append with Data Pulse – Enrich with personal emails, phone numbers, and other matchable data.
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Download Your Optimized File – Export your enriched list, ready for Meta Ad Manager.
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Create a Facebook Custom Audience – Upload your enriched list to Ad Manager.
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Launch with Confidence – Reach more of your intended audience across Facebook and Instagram.
Final Thoughts
Low match rates aren’t a campaign failure—they’re a data problem. By enriching your audience with the details Facebook actually uses, you’ll stop wasting impressions and start reaching more of your real prospects.
With Data Pulse, your lists get the boost they need to connect, convert, and deliver better ROI every time.