What to expect
Not every visitor is identifiable. A given page view either resolves to a person, with their company attached, or stays anonymous. How often it resolves depends on where your traffic comes from and how much of it there is. B2B traffic from businesses tends to resolve more often than consumer or anonymous traffic. Treat the match rate as a property of your traffic, not a fixed number you can quote in advance. Watch your own dashboard over a couple of weeks to see your real rate.What improves it
More traffic
Identification benefits from volume. Repeat visits and more page views from the same account give Squid ID more to work with, so an account can surface additional people over time.
ICP filtering
Filtering to your ideal customer profile doesn’t change the raw rate, but it focuses your attention and your credits on the accounts you actually want. You spend less reviewing matches that don’t fit. See ICP filtering.
Accuracy
Identification draws on third-party identity and enrichment data, which is not perfect. Records can be stale or wrong. If a match is clearly incorrect, you can flag it. Flagged paid matches are reviewed and can be refunded. See Flag a match.Where identity and enrichment data come from, and how fresh it is, is covered in Data sources.