The match precision level being used affects how many individuals and devices you'll be able to reach online. The precision levels available depend on whether we’re matching to data with offline (“known”) identifiers (usually PII identifiers such as name and postal, email address, or phone) or whether we’re matching to data with online (“anonymous”) identifiers (usually identifiers such as cookies or mobile device IDs). See the appropriate section below for more information.

Passthrough Destinations: Some destination platforms also use hashed PII (such as email addresses) as an identifier for their users. In those cases, you have the option for us to hash and “pass through” the PII provided to increase reach.

Precision levels are only configured by LiveRamp and are not configurable in Connect. To make precision level changes, contact your LiveRamp technical support representative.

Precision Levels for Offline Data

We can match your offline data records (records containing PII) to people and their devices in our network at three different levels of precision: 

  • Individual-level matching is our most precise level of matching. We apply the segment data you send us about a record only to the specific person we match to based on the PII touchpoints (full name and postal address (NAP), email address, phone number, or name and phone number) for that record in your data file. 

  • Household-level matching provides greater reach than individual-level matching, and is our default precision level. We apply the segment data you send us about a record to all the people we determine to be in that person’s household who are not already in your file. We define users as being in the same household if they reside at the same address and show a persistent relationship. 

  • Neighborhood-level matching is our coarsest level of matching. We apply the segment data you send us about a record to all the people we determine to be in that person’s ZIP+4 area if they aren’t already in your file. 

ZIP+4 ≠ ZIP: ZIP+4 codes are substantially more specific than traditional 5-digit ZIP codes. A ZIP+4 code may identify a city block, a block of apartments, or even an individual P.O. box.

Household is the default: Unless you’ve requested a different precision level with your LiveRamp rep, we’ll use the household matching precision level for your LiveRamp audiences. 

Depending on your use case, matching at an individual level is often unnecessary, and might restrict the number of users you can deliver data to.

Precision Levels for Online Data

Available precision levels for online data (usually anonymous identifiers such as cookies or mobile device IDs) may vary depending on the type of data you are distributing and the destination type.

Destination Types

Destinations can be categorized by the types of data we can deliver to them:

  • IdentityLinks (IDLs), which are LiveRamp’s universal, anonymous identifiers
  • Custom IDs (CIDs), which are a platform’s custom identifier
  • Cookies
  • Mobile device IDs

Many destinations accept more than one data type.

Cookie Matching Options

When matching from cookies to a destination that accepts cookies, two matching options are available:

  • Device matching: This matching type uses our partner cookie mapping to deliver only the destination cookie that matches to the input partner cookie (one cookie in, one cookie out when a linked cookie is available).
  • Individual matching: This matching type uses the links that each cookie has to individuals in our online graph to find all the cookies (and therefore devices) we believe are associated with a given individual (one cookie in, potentially many cookies out).

When matching to a destination that only accepts mobile device IDs or CIDs, individual matching is used.

Mobile Device ID Matching Options

When matching from mobile device IDs (MAIDs) to a destination that can accept mobile device IDs, two options are available:

  • Device matching: This option simply passes through the mobile device IDs that were included in the input data (one MAID in, the same MAID out).
  • Individual matching: This options utilizes the links that each mobile device ID has to records in our online graph to find all the mobile device IDs (and therefore devices) we believe are associated with a given individual (one MAID in, potentially many MAIDs out).

When matching to a destination that only accepts cookies or CIDs, individual matching is used.

See the table below for information on the precision levels available for each input data type and each destination type:

Input Data
Destination Type
 Precision Levels Available
Mobile Device IDs Mobile Device IDs Device, Individual
Mobile Device IDs Cookies, CIDs Individual
Cookies Cookies Device, Individual
Cookies Mobile Device IDs, CIDs Individual
CIDs Cookies, Mobile Device IDs, and CIDs Individual


Your feedback is vital to improve our help content.

Updated 12/11/19.