Are your Facebook Custom Audience match rates lower than expected? You’re not alone. Many marketers—especially in the B2B space—struggle to connect their offline data with real, targetable Facebook users. But the good news? You can dramatically improve match rates by enriching your audience data with Versar.
In this post, we’ll explore what impacts match rates, how data appending plays a crucial role, and how Versar helps marketers maximize their ROI on Facebook and Instagram campaigns.
What Is a Facebook Custom Audience?
Facebook Custom Audiences allow marketers to upload customer or prospect lists into Meta’s Ad Manager, then serve targeted ads on Facebook, Instagram, and the Meta Audience Network.
Custom audiences are the backbone of:
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Retargeting campaigns
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Lead nurturing
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Funnel segmentation
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Account-based marketing (ABM)
But these strategies only work if Facebook can match your list to real users. And here’s the challenge—match rates often fall short due to incomplete or mismatched data.
Why Are My Facebook Match Rates So Low?
To match a contact, Facebook requires one or more of the following data points:
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Email address
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Phone number (with country code)
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First name / Last name
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City / State / 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
Most marketers—especially in B2B—only collect limited attributes, often just a name and a business email address. Unfortunately, that business email likely won’t match a user’s personal Facebook account, resulting in low match rates.
The Fix: Boost Facebook Match Rates with Data Appending
Data appending is the process of enriching your existing customer or prospect list with additional, high-quality data attributes. These appended fields—especially consumer-grade information like personal email addresses and mobile phone numbers—significantly boost your ability to match contacts in Facebook’s ecosystem.
More data = higher match rate = better ad performance.
How Versar Helps You Maximize Facebook Custom Audience Performance
Versar gives marketers the tools they need to close the data gap. Here’s how:
Consumer-Grade Data Enrichment
Versar specializes in appending non-professional contact details—like personal email addresses and mobile numbers—to B2B records. This is the data Facebook actually recognizes, increasing your odds of a successful match.
Simple Audience Creation Workflow
Just upload your CRM list, lead-gen file, or purchased contacts into the Versar dashboard. The platform quickly appends missing attributes and prepares a match-ready file optimized for Facebook Custom Audiences.
Fast, Scalable Results
Whether you’re working with 500 or 50,000 records, Versar delivers enriched, ready-to-upload lists in minutes—empowering you to scale campaigns without delay.
Case Study: Facebook Match Rates Before & After Using Versar
Before Versar:
Average match rate from a B2B list with only business emails: 10–15%
After Versar enrichment:
Match rates jump to 40–60% or higher, thanks to appended personal emails, mobile numbers, and additional data points.
This translates to:
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More impressions for the same spend
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Higher engagement and conversion rates
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Better ROI from every Facebook campaign
Step-by-Step: How to Improve Your Facebook Match Rate with Versar
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Upload your audience list
Pull contacts from your CRM, lead forms, or prospect database. -
Append with Versar
Use Versar to enrich your list with the most matchable consumer data. -
Download your enriched audience
Export the match-optimized file from Versar. -
Create a Facebook Custom Audience
Upload your file into Meta Ad Manager. -
Launch campaigns with confidence
Reach more of your ideal prospects across Facebook and Instagram.
Final Thoughts: Don’t Let Bad Data Kill Your Campaign
Low match rates aren’t a dead-end—they’re a data problem. And with Versar, you can solve it. By enriching your audience files with data Facebook actually uses to match, you unlock higher performance, better targeting, and lower customer acquisition costs.
Ready to Improve Your Match Rates?
👉 Try it Free – Boost Your Facebook Custom Audience Accuracy
